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These two fast food companies have fought indirectly for decades. They used product development, such as the same breakfast sandwich, to fight the war.
In 2009, Burger King confronted McDonald's with more comparative marketing. Burger King put the Whopper and the Big Mac to a taste test. But it turned out to be a failure because the public saw the ads as exploitative and racist.
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In 2008, global industry leader Campbell increased its longstanding rivalry with Progresso with an ad campaign that showed that Progresso soups contained more MSG than Campbell's Select Harvest.