Wendy’s Burns McDonald’s Frozen Beef in Super Bowl Spot.

Wendy’s has a, um, beef to pick with McDonald’s, so it’s calling out its biggest competitor on the ad world’s biggest stage.

The chain said it will return to the Super Bowl on Sunday with a shade-filled message squarely pitting its square burgers against McDonald’s.

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McDonald’s is set to nationally introduce fresh beef patties for some of its burgers this year, but Wendy’s says it always has used fresh beef for all of its burgers. Wendy’s, already well known for bringing the heat on social media, is bringing the message to TV.

Wendy’s 30-second spot from VML starts by highlighting wording on McDonald’s website on how its burgers are “flash frozen.” Then, Wendy’s turns up the snark its fans know all too well.

Wording shown on the screen includes “That iceberg that sank the Titanic was frozen, too” and “Skip the hamburgers at the Frozen Arches.” No words are spoken during the spot.

The ad is set to run during the first quarter. Wendy’s ran its first Super Bowl spot last year, with another message against freezing burgers (“Cold Storage”).

from Ad Age: http://adage.com/article/special-report-super-bowl/wendy-s-bashes-mcdonald-s-super-bowl-spot/312170/