The cheesy fries war has become crispier.

And cheesier.

KFC Real Cheese Fries

After McDonald's launched it's Cheesy Loaded Fries to frenzied consumer anticipation on Dec. 7, it failed to deliver.

The fries were short on cheese -- despite the name -- and the bacon bits were sparse.

KFC real-time marketing

Seizing the opportunity to engage in some real-time marketing, KFC jumped into the fray.

On Dec. 8, it introduced an improved crispier version of its staple Cheese Fries:

KFC captioned the video:

We don’t mean to be cheesy, but the new improved KFC Cheese Fries are the real deal. Our new fries are crispier and tastier than ever, and will have you craving for more! #KFCRealCheeseFries

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All a coincidence

KFC has maintained the re-introduction of its signature Cheese Fries was a coincidence.

The fried chicken specialist told Marketing magazine it had already improved its fries to a “crispier and tastier version” in late November, with plans to announce it to fans.

The KFC spokesperson also said: “McDonald’s recent launch of their cheesy loaded fries has given theirs and our fans an alternative for comparison. Hence, we wanted to make sure that our fans are also shared with the good news of our fries improvement and its enhanced taste.”

Burger King chimes in

To up the stakes in opportunistic marketing, Burger King went one step further -- by commenting on KFC's Dec. 8 Facebook post in response to a fan who pronounced the winner of best fries ever:

Marketers out there who read Seth Godin religiously but cannot practise what they imbibe, take note: This is how you generate free publicity.

For some more background: