The launch of McDonald’s new Big Arch—a substantial offering featuring two quarter-pound beef patties, three slices of white processed cheese, crispy onions, and a specialized Big Arch sauce—has been met with significant social media discourse following a promotional video featuring CEO Chris Kempczinski. The executive’s attempt to promote the sandwich via a “big bite” became a viral point of contention, drawing satirical responses and retaliatory “tasting” content from major competitors including Burger King and Wendy’s.
While the competitive landscape focused on leadership’s genuine engagement with their products, the actual impact of the creative campaign on the general population reveals a more nuanced story. The two :15 spots—“Say Yes” and an additional tactical execution—shows how real viewers responded to the Big Arch beyond the social media headlines and the attention they created for McDonalds.
Here’s what iSpot’s Creative Assessment platform revealed on actual viewer response to the spots.
The Details:
- The “Say Yes” :15 achieved an impressive overall response (Ace Score) that outperformed the QSR category one-year norm by a robust 52 points. This significant gap indicates that the creative successfully connected with the general population:
- “Say Yes” landed in the 90th percentile against the QSR norm, signaling this ad ranks among the most effective in the category. Every persuasion component (Attention, Desire, Change, Information) outpaced category benchmarks by meaningful margins.
- Viewers paid Attention at an above-average level (+36 pts), placing it at the 90th percentile and Likeability also outpaced the average QSR ad. The product-forward creative — the burger was cited as the Single Best Thing about the spot by 31% of viewers — gave people a concrete reason to stop and look. Visual scenes were called out by 18% as a standout element, reinforcing that the food photography carried much of the lift.
- Logically, the ad was persuasive, generating a Desire score +45 pts above benchmark, while Relevance fell just shy of the above-norm range (+24 pts). Emotionally, the ad elicited solid levels of both Yummy and Gross response, while some “Funny” signal was also seen. Overall, Relevance tracked within normative range, reflecting the span of appeal of QSR burgers.
- The audience was clear that the Big Arch was a McDonald’s product and two in three reported positive consideration, to match category averages. Earning at- to above-norm resonance across age/gender, “Say Yes” found its strongest audience among men aged 36-49.
- “Say Yes” landed in the 90th percentile against the QSR norm, signaling this ad ranks among the most effective in the category. Every persuasion component (Attention, Desire, Change, Information) outpaced category benchmarks by meaningful margins.
- Although overall purchase intent met benchmark levels for the category, the ad resonated strongly with active fast-food consumers, posting above-norm response among those who purchased 1-4 times (+50 pts), 5-9 times (+36 pts), and 10 or more times (+37 pts) in the last 30 days:
- Viewer sentiment on the :15 “Say Yes” confirms that visual product focus was the ad’s strongest asset, with the close-up burger shots highly effective at driving appetite appeal for many viewers. The straightforward, no-frills approach void of distractions was also appreciated by the American audience.
- Several viewers noted that the Big Arch seemed too similar to existing menu items and lacked perceived innovation or uniqueness, suggesting the differentiation was not clear to all viewers, or did not represent a meaningful reinvention.
- A small segment in the audience also expressed skepticism about whether the actual product would match the ad, revealing concerns about food quality and/or authenticity. A few were concerned about nutritional content.
- Only one comment mentioned the CEO controversy (ad test was fielded on 3/16/26).
- Viewer sentiment on the :15 “Say Yes” confirms that visual product focus was the ad’s strongest asset, with the close-up burger shots highly effective at driving appetite appeal for many viewers. The straightforward, no-frills approach void of distractions was also appreciated by the American audience.
Sample comments on the “Say Yes” :15
“When I saw that burger in the ad, it made me wish it was earlier in the day because I would have driven to McDonald’s to get one. The ad was quick, but very effective. Good ad.”
Male 50+
“This advertisement is currently making my stomach rumble as I am typing this. Such a great and effective advertisement.”
Female 18-35
“Made me hungry. McDonald’s always has great ads where the food looks phenomenal and makes you hungry.”
Male 36-49
“I’ve never had a Big Arch from McDonald’s before, and this ad was so appealing that now, I want one.”
Male 18-35
“Made me hungry, although I know when I order it, it doesn’t look like the ad.”
Female 18-35
“The burger looks very appetizing and it definitely looks like a product I would want to buy.”
Female 36-49
“This was an awful idea. McDonald’s made an ad for another copy and paste product on their menu. Big Arch? More like ‘big disappointment.’ Your CEO couldn’t even take a proper bite outta this garbage. The burger itself is just another Big Mac clone honestly. It’s not worth the resources, not worth the time spent to go to a McDonald’s, and not worth the money. Do better.”
Male 18-35
“It makes you want to try this burger. The lack of people and focusing on the product alone kept your interest.”
Male 50+
“The Big Arch is a new addition to the McDonalds menu. Two burger patties with onions isn’t unique.”
Female 36-49
“The only reason I didn’t like this ad was because of the health factor. I just think double cheese is really unhealthy for an average person to eat. Other than that, the ad was very visually pleasing and would get the attention of people.”
Female 18-35
“That is something new and delicious. They’re trying to fix their burgers, which is about time.”
Male 36-49
“The burger looked delicious, but it was probably a piece of cardboard painted to look good.”
Female 50+
“The burger looked absolutely delicious and I love the concept of 3 slices of cheese!”
Female 18-35
- When placing “Say Yes” head-to-head against the other campaign ad, “The Sauce,” consumers very clearly reacted much more positively to the former:
- Unlike “Say Yes,” “The Sauce” :15 struggled significantly with effectiveness, posting overall response just in normative range. Breakthrough (Attention and Likeability) and Desire trailed the average QSR ad as well as “Say Yes.” Given that the product and visuals made the strongest impression, it is likely that the heavy amounts of dripping sauce and lack of description (reflected in lower impression of the message) were not as enticing to the larger audience as the burger visual and description in “Say Yes.”
- Furthermore, “The Sauce” heavily alienated core male demographics, specifically M18-35 (-52 pts) and M36-49 (-57 pts), and struggled to connect with light QSR consumers (-51 pts among the 1-4 times group).
- These results point to a favoring of “Say Yes” in forward media rotations, and particularly against the younger male target audience.
- Unlike “Say Yes,” “The Sauce” :15 struggled significantly with effectiveness, posting overall response just in normative range. Breakthrough (Attention and Likeability) and Desire trailed the average QSR ad as well as “Say Yes.” Given that the product and visuals made the strongest impression, it is likely that the heavy amounts of dripping sauce and lack of description (reflected in lower impression of the message) were not as enticing to the larger audience as the burger visual and description in “Say Yes.”
- Viewer comments on the sauce itself in the latter ad suggest that the dripping visuals were a bit polarizing for some viewers, with others questioning whether it was the same as the Big Mac and, if not, what ingredients were in it:
- This lack of specifics given the focus on the sauce might have tempered intent among viewers of this ad to some degree.
Sample comments on the “Say Yes” :15
“It is a mouth watering ad to be quite honest! The closeup on the burger & the sauce drips – yum!”
Female 36-49
“You’re touting a sauce that may or may not be good. We don’t know what’s in it and you want me to buy it and try, when I don’t even know what’s in it. That multiple times drives me nuts.”
Male 50+
“They want me to know that they’re using the Arch sauce and it’s disgusting. I do not want to see that dripping off my delicious burger. Arch sauce is disgusting.”
Male 36-49
“A new pink slime version of artificial meat from McDonalds. Nasty sauce.”
Female 50+
“I like the look of the burger. I liked how the sauce was dripping from the sandwich.”
Male 36-49
“No, that was just gross. The point of seeing the sauce drip down isn’t something I would want. A soggy burger isn’t good.”
Male 18-35
“Looks delicious. I just don’t like the sauce, but I don’t like any sauce. I would order this without the sauce.”
Male 50+
“The ad was visually appealing, but I wondered if this sauce was in addition to choices regarding the Mac sauce, or is it replacing it. I hope they don’t replace the original sauce – that’s the heart of the Big Mac.”
Female 50+
“Looks delicious. But what does this sauce consist of?”
Male 50+
- While the CEO controversy affected less than 1% of respondents for “The Sauce,” those affected showed a negative impact (reflected in low Ace Scores):
- Of course, this represents viewers who were aware enough and motivated enough to mention it; actual awareness and subconscious impact could be higher. However, this ad was tested 3/13/26 and was closer to the social buzz (which is likely dying out already).
- Of course, this represents viewers who were aware enough and motivated enough to mention it; actual awareness and subconscious impact could be higher. However, this ad was tested 3/13/26 and was closer to the social buzz (which is likely dying out already).
- Burger King’s 1:30 introduction to its new brand campaign that aired during the Oscars was very well-received by viewers but also did not drive purchase/visit intent above normative levels:
- “There’s a New King and It’s You” ranked in the 97th percentile overall among QSR ads this past year and delivered top decile performance across all creative performance metrics.
- Emotional connections were through nostalgia and the ad’s message, rated the Single Best Thing by 26% of viewers (3X average).
- The brand was also singled out at an above-norm rate, indicating positive affinity. This ad was exceptionally strong among males 18-49 (and females 36+).
- “There’s a New King and It’s You” ranked in the 97th percentile overall among QSR ads this past year and delivered top decile performance across all creative performance metrics.
“I saw the CEO’s embarrassing video before this ad. I don’t think I’ll be trying this burger, despite my favorite food being burgers, because of the disgust I saw on his face.”
(Ace Score: 4)
“All I can think about is the video of the owner of McDonald’s taking the smallest bite out of the Arch lol.”(Ace Score: 139)
“The product itself is a big disappointment because the CEO wasn’t actually eating the burger.”
(Ace Score: 1)
“If the CEO of McDonald’s doesn’t want to eat the Big Arch, why should I?!”
(Ace Score: 4)
“McDonald CEO’s little bite.”
(Ace Score: 590)
“Your CEO ruined the momentum.”
(Ace Score: 5)
“McDonald’s CEO video.”
(Ace Score: 167)
- Burger King’s 1:30 introduction to its new brand campaign that aired during the Oscars was very well-received by viewers but also did not drive purchase/visit intent above normative levels:
- “There’s a New King and It’s You” ranked in the 97th percentile overall among QSR ads this past year and delivered top decile performance across all creative performance metrics.
- Emotional connections were through nostalgia and the ad’s message, rated the Single Best Thing by 26% of viewers (3X average).
- The brand was also singled out at an above-norm rate, indicating positive affinity. This ad was exceptionally strong among males 18-49 (and females 36+).
- “There’s a New King and It’s You” ranked in the 97th percentile overall among QSR ads this past year and delivered top decile performance across all creative performance metrics.
- Six QSR ads outpaced the new Burger King :90 spot in overall response (past 90 days) with four being pizza ads and two being shake/frozen drink features:
- Given the colder climate during Q1in much of the country, the drink ad success (A&W and Chick-fil-A) could be indicative of the trend toward small indulgences during tougher economic times.
Ineffective creative, even if delivered to the right audience, results in missed opportunity and performance shortfalls. Great creative delivered poorly also results in failed campaigns.
Schedule a demo to find out how your brand can partner with iSpot to quickly solve both challenges simultaneously, delivering high-performing creative while boosting the effectiveness of planning and in-market execution to achieve—and outperform—campaign objectives.
Creative Agency: Leo Burnett UK