Click here to read the full article in Adage, published on July 10, 2025. 

Today is the day that consumers can get their hands on a McDonald’s Snack Wrap. Having seen fans’ excitement for the revived menu item, other fast-food chains have made their own versions—and new data shows that some ads are more mouth-watering than others.

Before McDonald’s brought the Snack Wrap back this week, plenty of competitors started serving and promoting chicken strips wrapped in tortillas, making wraps the next front in the chicken wars.

Ad Age asked DAIVID, a firm that measures how ads perform compared to industry norms, to compare six chains’ chicken wrap ads from the last few years to see which left consumers craving a wrap. Read on for which brands are winning the chicken wrap battle.