McDonald’s Is Taking On the Waffle Taco With This One Sandwich

Taco Bell made news with its Waffle Taco, a breakfast item born to be Instagramed. Now McDonald’s is pushing back with a new campaign for an old breakfast fusion plate: The pancake wrapped breakfast sandwich, the McGriddle.

At the tail-end of its free coffee promotion Monday, a rebuttal to Taco Bell’s anti Egg McMuffin campaign, the company released a new ad for its sweet-meets-savory product, first launched in 2003:

There has yet to be a big social media push—McDonald’s Twitter has been Coachella-heavy recently—but the McGriddles portion of the McDonald’s website reads: “You know it’s a McGriddles Morning when the dog drools enviously at you. And you don’t even have a dog.”

The new McGriddles spot emphasizes the pairing of McDonald’s coffee with the promotional sandwich. According to research firm Technomic, McDonald’s already owns 31% of fast food chains’ $31.7 billion breakfast market.McDonald’s did not respond for immediate comment about its new campaign.