"You want beef, Wendy's? You've got it" read the Pure sign at one point. To which Wendy's shot back: "Come through and get served — you deserve it!"
On another day, Pure decided to get personal. "Burgers aren't the only things square at Wendy's," they advertised. Wendy's response? "Everyone knows Wendy's squares up, you ain't 'bout that life." Shots fired. Tweets of the images of the dueling signs have racked up some viral attention online, too. And as the Lubbock Avalanche-Journal reported, since it's all in good fun, the two spots have no intention to settle down any time soon.