{"id":28205,"date":"2025-03-11T10:56:24","date_gmt":"2025-03-11T17:56:24","guid":{"rendered":"https:\/\/www.ispot.tv\/hub\/?p=28205"},"modified":"2025-08-25T11:06:32","modified_gmt":"2025-08-25T18:06:32","slug":"striking-the-right-balance-brand-building-driving-intent-for-mcdonalds","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/striking-the-right-balance-brand-building-driving-intent-for-mcdonalds\/","title":{"rendered":"Striking the Right Balance: Brand Building &amp; Driving Intent for McDonald\u2019s"},"content":{"rendered":"\n<div style=\"height:29px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>McDonald\u2019s returned to the Oscars stage in 2025, building on its <em>Famous Orders <\/em>campaign with a fresh twist. This time, a simple receipt became a storytelling device\u2014one that highlights a universal truth: everyone has a go-to McDonald\u2019s order. Even Michael B. Jordan and Julia Fox.<\/p>\n\n\n\n<div style=\"position:relative; width:100%; padding-top:56.25%; padding-bottom:40px;\"><iframe src=\"https:\/\/www.ispot.tv\/share\/T6cn\" style=\"position:absolute; top:0; right:0; left:0; bottom:0; width:100%; height:100%;\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"\"><\/iframe><\/div>\n\n\n\n<div style=\"height:38px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The ad creative successfully grabs attention, blending crave-worthy brand cues with a touch of Hollywood charm. But how does it stack up in influencing consumer action?<\/p>\n\n\n\n<p>While &#8220;2025 Oscars: Receipt&#8221; was eye-catching and relevant, it didn\u2019t quite drive the same level of intent as McDonald&#8217;s November 2024 spot, &#8220;What&#8217;s That.&#8221;&nbsp;<\/p>\n\n\n\n<div style=\"position:relative; width:100%; padding-top:56.25%; padding-bottom:40px;\"><iframe src=\"https:\/\/www.ispot.tv\/share\/frwk\" style=\"position:absolute; top:0; right:0; left:0; bottom:0; width:100%; height:100%;\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"\"><\/iframe><\/div>\n\n\n\n<div style=\"height:38px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Both ads use celebrities to grab attention, but &#8220;What&#8217;s That&#8221; puts the food front and center, making it clear what was on offer and why viewers should act.<\/p>\n\n\n\n<p>We break down the key creative KPIs behind McDonald\u2019s &#8220;2025 Oscars: Receipt&#8221; and &#8220;What&#8217;s That&#8221; to reveal why one ad succeeded in building brand awareness, while the other took it a step further and drove strong consideration.<\/p>\n\n\n\n<h3 class=\"wp-block-heading has-text-color has-link-color wp-elements-1b93e7c8190ec256e710658010c94a50\" style=\"color:#4ac500\"><strong>A Note on Purchase Intent<\/strong><\/h3>\n\n\n\n<p>Conversions represent completed actions and can provide a snapshot of post-campaign performance, but they are influenced by a variety of external factors, including competitor maneuvers, pricing, and changing market conditions.<\/p>\n\n\n\n<p>Purchase Intent is the purest early indicator of an ad\u2019s sales potential\u2014but knowing why it resonates is even more powerful. With these insights, advertisers can sharpen their creative strategies and refine messaging to positively influence purchase decisions.<\/p>\n\n\n\n<p>iSpot&#8217;s <a href=\"https:\/\/www.ispot.tv\/products\/creative-testing\">Creative Assessment<\/a> analyzed three years of McDonald\u2019s ads to pinpoint the winning creative elements that most influence consumer intent. The Optimal Profile below reveals the features that set high-performing ads apart.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-text-color has-link-color wp-elements-2e43b181f6440becde8d931ee2d25142\" style=\"color:#4ac500\"><strong>McDonald\u2019s 2025 Oscars: Receipt :30<\/strong><\/h3>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Purchase Intent Gap to Category Norm: -18% pts (48% Top 2 Box)<\/strong><\/h3>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"484\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/03\/11104125\/image5-1024x484.png\" alt=\"\" class=\"wp-image-28209\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/03\/11104125\/image5-1024x484.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/03\/11104125\/image5-300x142.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/03\/11104125\/image5-640x303.png 640w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/03\/11104125\/image5-768x363.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/03\/11104125\/image5-1536x726.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/03\/11104125\/image5.png 1976w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>McDonald\u2019s \u201c2025 Oscars: Receipt\u201d ad capitalized on a high-profile moment with its star-studded nods and relatable premise that underpinned the brand\u2019s cultural cache and drove awareness.<\/p>\n\n\n\n<p>Its standout strength was Brand Recognition, which reached an impressive 92%\u201411% pts. above the QSR norm. This was further reinforced as viewers rated the brand as the Single Best Thing about the spot.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"590\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/03\/11104146\/image3-1024x590.png\" alt=\"\" class=\"wp-image-28210\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/03\/11104146\/image3-1024x590.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/03\/11104146\/image3-300x173.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/03\/11104146\/image3-556x320.png 556w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/03\/11104146\/image3-768x442.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/03\/11104146\/image3.png 1441w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>However, with the ad landing 18% pts. below the category norm in Purchase Intent, it succeeded more in building brand awareness than in driving consumer intent.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-text-color has-link-color wp-elements-33d56fd04f375e412c4a7a5ffe05f073\" style=\"color:#4ac500\"><strong>McDonald\u2019s \u201cWhat&#8217;s That\u201d :30<\/strong><\/h3>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Purchase Intent Gap to Category Norm: +8% pts (74% Top 2 Box)<\/strong><\/h3>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"473\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/03\/11104158\/image1-1-1024x473.png\" alt=\"\" class=\"wp-image-28211\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/03\/11104158\/image1-1-1024x473.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/03\/11104158\/image1-1-300x139.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/03\/11104158\/image1-1-640x296.png 640w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/03\/11104158\/image1-1-768x355.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/03\/11104158\/image1-1-1536x710.png 1536w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/03\/11104158\/image1-1.png 1940w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>On the other hand, McDonald\u2019s &#8220;What&#8217;s That&#8221; ad combined celebrity appeal with a strong focus on McDonald\u2019s food and value, successfully driving higher purchase intent (+8% pts. above the QSR norm).<\/p>\n\n\n\n<p>The spot far surpassed the brand&#8217;s Optimal Profile in key KPIs: Attention, Likeability, Relevance, Information, and Change\u2014all five components that drive purchase intent. The ad clearly showed that while the celebrity appearances were engaging, the product itself was the Single Best Thing and not overshadowed by the stars.<\/p>\n\n\n\n<p>By showcasing familiar menu items and a clear offer, the spot tapped into consumer cravings, driving higher Purchase Intent with food-centric and value-driven messaging.&nbsp;<\/p>\n\n\n\n<p>Unlike &#8220;2025 Oscars: Receipt,&#8221; which was more of an awareness play, &#8220;What&#8217;s That&#8221; succeeded in motivating immediate consumer action.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"491\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/03\/11104213\/image2-1-1024x491.png\" alt=\"\" class=\"wp-image-28212\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/03\/11104213\/image2-1-1024x491.png 1024w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/03\/11104213\/image2-1-300x144.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/03\/11104213\/image2-1-640x307.png 640w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/03\/11104213\/image2-1-768x368.png 768w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/03\/11104213\/image2-1.png 1084w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading has-text-color has-link-color wp-elements-99e516919e0cc1b313cbe983df461b1d\" style=\"color:#4ac500\"><strong>The Takeaway?<\/strong><\/h3>\n\n\n\n<p>When it comes to McDonald\u2019s ads\u2014and QSRs in general\u2014putting food and value at the forefront of video ad creative is crucial for driving purchase intent. Celebrity appearances can generate buzz and draw attention, but without visually showcasing the product, the ad misses the cues that make the connection to the offer clear and immediate for viewers.<\/p>\n\n\n\n<p>For any brand, knowing and influencing the key KPI drivers\u2014whether it be Likeability, Attention, Relevance, Information, Change, or a unique combination\u2014can lead to more impactful creative that boosts purchase intent.<\/p>\n\n\n\n<div style=\"height:41px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p style=\"font-size:15px\"><em>Glossary<\/em><\/p>\n\n\n\n<p style=\"font-size:15px\"><strong>Brand Recognition:<\/strong> Measures the strength of a brand\u2019s and\/or product\u2019s presence in the creative. Equals the percent of survey respondents that accurately identified a brand (unaided) after watching an ad.<\/p>\n\n\n\n<p style=\"font-size:15px\"><strong>Top 2 Box\/Positive Purchase Intent:<\/strong> The percent of survey respondents that reported an increased desire to purchase or visit a given brand or product after watching an ad.<\/p>\n\n\n\n<p style=\"font-size:15px\"><strong>Single Best Thing:<\/strong> Survey respondents are asked to pick the Single Best Thing about an ad. Options include: Characters, Visual Scenes, Music, Brand, Product Itself, Deal or Offer, Message, and None.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>McDonald\u2019s returned to the Oscars stage in 2025, building on its Famous Orders campaign with a fresh twist. This time, a simple receipt became a storytelling device\u2014one that highlights a universal truth: everyone has a go-to McDonald\u2019s order. Even Michael B. Jordan and Julia Fox. The ad creative successfully grabs attention, blending crave-worthy brand cues&#8230; Read More<\/p>\n","protected":false},"author":68,"featured_media":28206,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[38],"tags":[500,503],"ispot_product_categories":[],"acf":{"expiration_date":""},"_links":{"self":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/28205"}],"collection":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/users\/68"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/comments?post=28205"}],"version-history":[{"count":16,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/28205\/revisions"}],"predecessor-version":[{"id":29083,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/28205\/revisions\/29083"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media\/28206"}],"wp:attachment":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media?parent=28205"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/categories?post=28205"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/tags?post=28205"},{"taxonomy":"ispot_product_categories","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_product_categories?post=28205"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}