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Arby’s trolls McDonald’s over Filet-O-Fish

Arby’s has the meats, but now it’s diving deeper into the surf.

After last year’s Chicken Sandwich War and ahead of Lent, Arby’s is firing the first salvo in a high-stakes battle over who has the best fish sandwich.

Welcome to the Fish Sandwich War of 2020.

The chain famous for its roast beef sandwiches is trolling McDonald’s Filet-O-Fish with a new campaign tied to its limited-time Crispy Fish Sandwich and the new Fish n’ Cheddar Sandwich, Arby’s officials shared exclusively with USA TODAY.

“Fish is meat, too, it’s just ocean meat,” said Deborah von Kutzleben, Arby’s vice president of advertising, content and core menu. “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.”

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If you are McDonald’s, those are fighting words. But the Arby’s campaign doesn’t stop there.

Arby’s pokes fun at the size and square shape of McDonald’s fish sandwich in a series of commercials that will run on TV and social media starting Sunday. In one brief ad for YouTube, shared with USA TODAY in advance, Arby’s urges: “Stop eating Filet-O-Fishes. Eat Arby’s Crispy Fishes.”

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