Without a doubt some of the best campaigns of the past 12 months have been Burger King’s gentle ribbing of its arch-nemesis McDonald’s.

In fact, a recent campaign in the US that gave away one-cent Whoppers but only if the app was downloaded at a McDonald’s was the judges’ pick at this year’s Cannes, taking home a Grand Prix in the Direct Lions, plus six gold Lions.

And things appear to have escalated judging by a new outdoor campaign that’s popped-up in Brussels.

When Burger King was about to open a new restaurant in the city’s centre, it soon found its rival had installed a poster campaign right next door that read: “Served by a King or served as a King?” alongside Macca’s famed golden arches.

However, Burger King was having none of its rival’s cheeky jibes, soon installing its very own poster next door that read: “Why try to roast when you can’t even flame grill?” An obvious nod to Burger King’s famed flame grilled Whopper patties.

Thankfully, both campaigns are in English, however, it remains unclear who’s actually trumped who. B&T’s calling it one a piece.