Wendy’s is urging consumers to “skip the hamburgers at the Frozen Arches” in a Super Bowl ad that will run during Sunday’s game.
Wendy’s promo pulls copy directly off of McDonald’s website and tries to use it against the home of the Golden Arches. The ad starts with an image of McDonald’s logo and includes copy below that reads, “Our beef is flash frozen to seal in fresh flavor.” Of course, Wendy’s turns that phrase into a burn that reads like its Twitter account with the line, “The iceberg that sank the Titanic was frozen, too.”
The 30-second “Iceberg” ad was created by VML and will air during the first quarter of the game. The ad marks the first time that the brand has called out its competitors through TV advertising.
Wendy’s beef with McDonald’s has a long history online though, particularly when it comes to talking about frozen versus fresh ingredients. Last year, Wendy’s poked fun of McDonald’s frozen beef patties and also capitalized on the burger chain when a tweet was accidentally fired off with blank copy on Black Friday.
“That’s part of the inspiration to this newest creative—taking the sassiness and charm that fans have come to love on social and translating that voice to TVs all across America,” the brand said in a statement.
This is the second consecutive year that Wendy’s has run a Super Bowl ad. Last year’s ad was the first time that a Super Bowl spot aired in 50 years and again focused on fresh meat.