Since Burger King returned to France in 2013, the brand's marketing has revolved around campaigns that highlight the opening of every new restaurant by capitalizing on the scarcity of its locations. Campaigns by social agency Buzzman have included Whopper Move Out, where it offered to help people move house as long as they moved to a town with a Burger King branch, and it also got customers to mock those who didn't have a Burger King nearby on digital billboards.

But now, McDonald's France is stepping in with a swipe at its rival, one that also reminds people just how far away their nearest drive-thru Burger King might be -- but not necessarily in a good way. Via agency TBWA/Paris, it erected two billboards on a road in Brioude, a town of 6,700 inhabitants in the Haute-Loire region. One incredibly tall sign spelled out an entire set of directions needed to get to the nearest Burger King drive-thru, 258 km away (or, a five-hour car ride). The other simply pointed out their nearest McDonald's "McDrive," a journey of only five kilometers.

We wonder who will fire the next salvo.