France and Morocco had plenty to celebrate last week, but they weren't the only ones scoring big. While the action on the pitch kept fans glued to their screens, Nutella, Chipotle, and KFC were making their own moves in the commercial breaks.
Every week, EDO's World Cup Top Ads leaderboard ranks the creatives generating the most consumer engagement across key categories, from in-game spots to pre- and post-show programming. The rankings are built on real behaviors like brand searches and app downloads, which are proven to predict future sales.
During the week of June 29–July 5, the Food & Beverage, Fast Casual & Casual Dining, and Quick Serve Restaurants categories were some of the most action-packed of the tournament. Here's who's winning.
Nutella Spreads its Lead in Food & Beverage
Nutella kept it simple this week, and the results speak for themselves.
Its "Your Partner in Snacktime :15” claimed 33.8% of the category's ad-driven engagement. The creative highlighted the recognizable ingredients behind the spread: roasted hazelnuts, cocoa, and other carefully selected components, while following a family enjoying breakfast together, positioning Nutella as a delicious way to bring people together around the table.
Coca-Cola dominated the rest of the leaderboard with five spots in the top ten, led by "Drink in the World Cup :30” at No. 2 (8.0%). Butterfinger, Tostitos, Lay's featuring Will Ferrell and David Beckham), and Pepsi rounded out the remaining slots.
Chipotle Brings the Heat in Fast Casual & Casual Dining
In a competitive category, Chipotle's fresh-ingredient focus and a fan-favorite return gave the brand a clear edge.
Its "Summer Is Back :15” spot claimed 24.5% of the category's ad-driven engagement. The creative spotlighted the return of Chipotle Honey Chicken, using close-up shots of fresh ingredients and a sweet-and-spicy glaze to emphasize bold flavor and urgency — encouraging customers to enjoy the limited-time item before it's gone. Chipotle placed four spots total in the top ten, including "Food That Fuels You" at No. 6 (7.0%).
Subway came in close with two spots, "Fresh Value Menu:15 SL” at No. 2 (17.6%) and "Moana Movie Meal Deal" at No. 4 (13.5%). Chili's "3 For Me: Super Big" held No. 3 at 15.1%, while Buffalo Wild Wings, Jersey Mike's — featuring Danny DeVito — and Wingstop rounded out the leaderboard.
KFC Serves Up the Win in Quick Serve
In a category dominated by FIFA sponsorships, KFC's value-focused creative proved you don't need a World Cup deal to come out on top.
Its "Bucket List :15” claimed 20.1% of the category's ad-driven engagement. The creative introduced KFC's new $10 Bucket of Nuggets, using mouthwatering close-ups of hand-breaded chicken and playful visuals to emphasize value and shareability — positioning it as an affordable way to enjoy KFC's iconic fried chicken with family and friends.
McDonald's leveraged its FIFA sponsorship across five spots in the top ten, including "World Cup Meal - Bus ft. Christian Pulisic" at No. 2 (13.9%), featuring soccer stars Christian Pulisic, Santiago Giménez, Alphonso Davies, David Beckham, and Ronaldinho across its various cuts. Taco Bell placed two spots, while Starbucks and Dairy Queen rounded out the leaderboard.
Want to know how your brand's World Cup investment stacks up?
Winning the World Cup ad game takes more than just showing up. The brands at the top this week made smart creative and media decisions, and the data backs it up.
Our Sponsored Ad Outcomes™ whitepaper dives into key questions around live sports investment, such as the sponsorship formats that deliver best. Check it out to learn how to get the most out of your media — at the World Cup and beyond.