Burger King is taking its battle with Wendy’s to the next level.
After announcing the launch of Spicy Chicken Nuggets — a beloved item that was discontinued from Wendy’s menu — Burger King is savvily using people’s tweets slamming Wendy’s to its advantage.
The fast-food chain is digging up old tweets of people complaining about not being able to find the nuggets and running promoted tweets against them, to make the old tweets pop up on people’s Twitter feeds.
Here are a few examples:
Wendy’s told fans that it removed spicy nuggets from the menu because of a lack of demand.
Burger King believes that it will succeed because the chain tested a new nugget recipe, focusing in on what customers crave. It also introduced Fiery Chicken Fries for a limited time after conducting similar tests.
“We saw some of the same things we had seen for Chicken Fries,” a menu item Burger King brought back in 2015 after discontinuing the dish, Burger King president Alex Macedo told Business Insider. “People were craving this spicy nugget. They wanted spicy nuggets.”
This is not the first time that the two brands have locked horns on social media.
Burger King threw some shade at Wendy’s back in January 2016 when it tried to one-up the latter by offering customers a “5 for $US4” meal instead of Wendy’s “4 for $US4.”
Both Burger King and Wendy’s are pretty savvy marketers too.
Burger King also won an award at the Cannes Lions, the advertising industry’s biggest awards festival this summer, for its Google Home marketing stunt.
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