A nation already polarized over chicken sandwiches is now faced with another fast-food debate: who has the best fish sandwich?
The so-called "surf war" ensued this weekend between two fast-food giants after Arby's took a swipe at McDonald's in a new campaign centered around which chain has the best fish sandwich.
Arby's, known for "having the meats," debuted a limited-time two-for-$6 offer over the weekend tied to its Crispy Fish Sandwich and the new Fish n’ Cheddar Sandwich. The campaign, which began circulating on social media Sunday, directly compared the limited-time additions offered at Arby's with the Golden Arches version known as the Filet-O-Fish.
McDonald's version consists of breaded whitefish with cheddar cheese and tartar sauce. When it was originally introduced to the menu in 1965 it was the only non-hamburger option and sold for $0.29.
“Fish is meat, too; it’s just ocean meat,” Deborah von Kutzleben, Arby's vice president of advertising, content and core menu told USA Today. "We felt that it was time to take a different approach, to really have people question Filet-O-Fish – and whether or not it is the best – and take a moment to try ours."
The company also threw out some fighting words in a few six-second videos.
Unsurprisingly, after the first punch was thrown, Twitter took notice.
"Best fish sandwich on the planet!!!! Needs to be on the menu year-round," one Twitter user replied to Arby's tweet.
The campaign debuted just ahead of Lent, an annual period of Christian observance that precedes Easter where Catholics abstain from eating meat on Fridays. For the six-week stretch, many will instead dine with fish on Fridays instead. It also comes amid a prolonged battle between the industry's heaviest hitters over the chicken sandwich, which began last August.