Wendy's spoils the end of 'Avengers: Infinity War' in its latest brutal attack on McDonald's

Hollis JohnsonWendy’s and McDonald’s are in a fresh-beef war.

Warning: Major spoilers ahead for Marvel’s “Avengers: Infinity War.”

  • Wendy’s tweeted a meme containing a spoiler for the ending of “Avengers: Infinity War” on Tuesday.
  • The meme shows a Big Mac disintegrating, with the caption “I don’t feel so good.”
  • McDonald’s finished rolling out fresh-beef Quarter Pounders across the United States this week, and Wendy’s has been aggressively trying to maintain its fresh-beef advantage.

Wendy’s is weaponizing “Avengers: Infinity War” spoilers in its burger battle with McDonald’s.

On Monday, McDonald’s announced that it had completed its roll-out of fresh-beef Quarter Pounders across the United States.

Fresh beef has long been Wendy’s signature – and the fast-food chain has refused to give up its advantage. In February, the chain launched a national campaign highlighting its fresh beef and slamming McDonald’s for its frozen patties.

This week, Wendy’s has taken to social media to slam McDonald’s for its burgers that do not use fresh beef. And, it got the Avengers involved – even spoiling the end of “Avengers: Infinity War.”

On Tuesday, Wendy’s tweeted a photo of a Big Mac disintegrating and floating away, with the caption “TFW yo beef’s still frozen.”

For people who haven’t seen “Infinity War,” but don’t care about spoilers, the meme is a reference to the end of the movie, in which half of the Avengers vanish. As Spider-Man vanishes, he says “I don’t feel so good” – an instantly meme-able moment that has dominated Twitter since “Infinity War” came out.

Wendy’s tweet quickly went viral, with more than 5,000 retweets and 12,000 likes on Tuesday afternoon.

Wendy’s is known for its tongue-in-cheek humour, and it isn’t afraid to take a shot at McDonald’s.

“We wanted to make sure that people aren’t confused about what is communicated and what is reality,” Kurt Kane, Wendy’s chief concept and marketing officer, told Business Insider in March, when Wendy’s began its most recent anti-McDonald’s social media campaign.

He added: “You shouldn’t have to use a decoder ring to figure out what quality you’re going to get” when you order a burger.

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