In its quest to create a “partnership for a drug-free cow,” BurgerFi also responded to Burger King’s video campaign on Twitter—but social media responses haven’t been limited to just competing fast food chains.

Ryan Reynolds’ Aviation Gin got in on the moldy Whopper action yesterday, tweeting a parody video from the brand’s social media intern who is said to have had a little too much coffee (to which Burger King responded, “...you sure it was coffee”).

Responses from other brands have been a bit more abstract:

Burger King has a history of creating buzzworthy campaigns. Last year, the brand bought 45 seconds of air time during Super Bowl LIII to run a nearly silent clip of Andy Warhol eating a Whopper in a campaign from David Miami dubbed “#EatLikeAndy.” That same year, it released a some-assembly-required ad from Buzzman for the Belgian market, noting its commitment to low prices.

However, it remains to be seen if all the buzz generated online for Burger King will successfully translate into an increase in sales. 

An early opinion survey of roughly 2,000 Americans conducted by CivicScience this week suggests more than half of consumers are still “not at all likely” to eat at the chain in light of its removal of artificial colors and preservatives, with just 14 percent reporting that they are “very likely” to eat there now.