A social media marketing battle has erupted between major fast food chains following a viral video of McDonald's CEO Chris Kempczinski's reaction to the company's new Big Arch burger.

The controversy began when a clip of Kempczinski trying the Big Arch burger circulated widely online, with viewers noting his apparent lack of enthusiasm for the product. The CEO's subdued reaction drew attention and commentary across social media platforms.

Burger King quickly capitalized on the viral moment by releasing its own taste test video featuring company president Tom Curtis. The competing chain's response appeared designed to contrast with McDonald's CEO's reaction and promote their own products.

The social media exchange represents the latest example of fast food brands using viral moments and competitor missteps as marketing opportunities. Such real-time responses have become common practice as chains seek to engage customers on social platforms.

According to reports, Wendy's also joined the online conversation, adding another voice to what media outlets described as a "burger beef" between the competing chains. The incident highlights how quickly corporate content can become fodder for brand rivalries in the digital age.