What's going to be even more competitive than the Patriots and Eagles players this weekend? The fast food burger business, apparently.

Wendy's Co. (WEN) is rolling out a new ad during the Super Bowl on Sunday, Feb. 4, that takes a direct hit at McDonald's Corp. (MCD) . The Wendy's ad uses words from McDonald's own website against it to remind customers that Wendy's doesn't serve flash frozen beef as McDonald's does.

In a release touting the new, ultra-competitive ad, Wendy's said it uses fresh beef on every hamburger every day. "It makes for a juicier, better tasting burger, which is why Wendy's has been using fresh beef since Dave Thomas opened the doors in 1969," the burger chain said.

The ad, which will air during the first quarter of the game, is the first time Wendy's has directly called out a fast-food rival.

Wendy's stock fell 1.16% to $16.18 on Friday, while McDonald's shares trade flat.

Since taking the helm as CEO of Wendy's in May 2016, Todd Penegor has led an aggressive push to remodel restaurants and enhance the burger and frosty chain's food quality. More recently, Wendy's has made a foray into mobile ordering as it gets ready to do battle with McDonald's to get people fast-food on the go.

Wendy's global system-wide sales growth weighed in at 3.7% for the nine months ended Oct. 1, 2017, quicker than the 3% pace a year earlier. Adjusted operating profit margins surged to 33.1% from 26.7% a year ago. Shareholders have been rewarded accordingly under Penegor's watch with a juicy 54% gain. 

Hungry for more? TheStreet's Brian Sozzi has the scoop on Wendy's here:

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