Wendy Thomas in a Wendy's commercial

Two businesses in Lubbock, Texas are in the midst of a hilarious war of words. Pure Water Ice and Tea Company and the Wendy's across the street have been using their message boards for a battle that has customers and social media users chuckling. The quarrel started this year when Pure Water gave a shout out to Kliff Kingsbury, the local football coach, and offered him drinks here for free in the message. The management at the neighboring Wendy's seemed to take notice of the message's success and chimed in with a similar sign, which read,

Hey Kliff, hungry and thirsty? We got you.

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Pure Water responded to the copycat message board sign and announced it looked familiar. Then when Wendy's gently acknowledged but did not directly mention the sign, Pure Water dialed up the antics and kept the "beef" going with Wendy's. Take a look here:

To the delight of customers, the two businesses have been bickering (in amusing, lighthearted ways) ever since. Many people have taken to social media to post laugh-out-loud pictures of the signs side by side. For example, there was this interaction, in which Pure Water jabbed Wendy's with a sign poking fun at its square burgers, but Wendy's came back indicating it was ready to "square up" to those fighting words:

Another time, Wendy's warned that its parking violators would get Pure Water as a punishment, while Pure Water let Wendy's know it was not afraid of the fast food restaurant's signs. Check out that exchange here:

The managers from Pure Water and Wendy's had not met before the funny showdown, according to Dailymail. Now it sounds like the teams at both establishments will continue interacting and keep up the banter for the foreseeable future. The manager of Pure Water said he would not stop with the signs until the people from Wendy's do, but the manager from Wendy's said the only way the war would end would be if the teams run out of ideas. Pure Water has added brainstorming sessions to its group meetings to come up with good ideas for the signs, so it should be able to keep up the pace.

Wendy's, on the other hand, is a company known for its encouragement of playful banter, promoting exchanges that make for good social media fodder. For example, this spring the fast food chain prompted Twitter user Carter Wilkerson to get 18 million retweets for a chance at a free year of chicken nuggets. Wilkerson tried to boost his numbers with help from celebrities like Ellen DeGeneres. In the end, he made a new record to become the Twitter user with the most retweeted tweet at 3.6 million retweets, so Wendy's went ahead and gave him his nuggets.

We'll have to stay tuned to see if it's Pure Water or Wendy's that bails from the feud first. In the meantime, we'll enjoy the creative signs.

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