From Bulldog Reporter:

Fast-food chain Arby’s is unveiling a new line of ads that mocks the quality of chicken served by rivals McDonald’s and Wendy’s, The Wall Street Journal reported.

The ads, which claim competitors’ chicken is only 70 percent pure compared to the 100 percent all natural chicken Arby’s sells, are a bid to break into a segment of the fast food market dominated by the bigger name brands, the paper said.

The Journal said the ads show a young man standing before the executive board of the rivals’ companies, appealing to them to use all natural chicken. The young man is then laughed out of or thrown out of the room depending on the ad.

At the end of the ad, a voiceover says that Arby’s chicken is 100 percent all natural unlike competitors, according to the newspaper. The ads will be seen on network TV as well as cable networks such as ESPN and MTV, according to the newspaper.

Do fast-food chains really want to get in the business of criticizing each other’s food quality? Sounds like a no-win for all competitors — although perhaps ultimately a victory for health-conscious consumers. If this kind of advertising is effective, we may see improved menus across the board.

Who knows — maybe a competitor will even force Arby’s to improve the nutritional value of its Roast Turkey Ranch & Bacon, with 830 calories, 38 grams of fat and 2260 mg of sodium.