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

Japanese actress Uno Kanda eats McDonald
Japanese actress Uno Kanda eats McDonald's Japan's new breakfast menu, McGriddle during its press preview in Tokyo TOSHIFUMI KITAMURA—AFP/Getty Images

The Waffle Taco and McGriddle face off

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.

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