Square hamburger purveyor Wendy’s is taking its shade war with McDonald’s to new heights in the form of a 30-second commercial that will run during the Super Bowl this weekend. In the clip, the chain bashes McDonald’s for its use of “flash frozen beef,” by blasting the message: “The iceberg that sank the Titanic was frozen, too.” That dig is followed by a shot of Wendy’s patties sizzling on the grill, and some glossy footage of double-stacked burgers. The ad urges viewers to “skip the frozen burgers at the Frozen Arches” and “head to Wendy’s to try a Dave’s Double.”
This commercial echoes the sassy tone of the Wendy’s Twitter account, which frequently trolls its fast-food competitors. Wendy’s has been dragging McDonald’s for its use of frozen beef since last summer, when the Golden Arches first announced plans to begin using fresh meat at some locations:
.@McDonalds So you’ll still use frozen beef in MOST of your burgers in ALL of your restaurants? Asking for a friend.— Wendy's (@Wendys) March 30, 2017
But Ad Week notes that the Super Bowl spot is the first time Wendy’s has mentioned a competitor in a commercial.
Wendy’s is one of several major chains and junk food brands that will be running commercials during the big game on Sunday. Stay tuned for more updates on Super Bowl LII food ads on Eater throughout the week.