When Burger King urged McDonald's to collaborate on a beautiful piece of junk food artistry, many fast food fans got their hopes up.
However, despite full-page ads in the New York Times and Chicago Tribune newspapers asking McDonald's to call off the "burger wars", it seems the beef is just too big.
The ads, paid for by Burger King, appealed to McDonald's to join forces with them and sell a one-day only McWhopper burger for charity at a special pop-up location halfway between the two companies' headquarters.
The proceeds of the collaboration were to go to the nonprofit organisation Peace One Day, the New York Times reported.
The ad explained that the companies needed to bring attention to International Peace Day on September 21, which was established by the United Nations in 1981. The argument goes that if the two burger giants can work together, surely others could follow their example.
A website launched for the idea includes proposed packaging, uniforms and a video explaining the delicious concept.
Unfortunately the McWhopper was not to be - the idea was shot down by McDonald's CEO Steve Easterbrook on the company's Facebook page.
"Inspiration for a good cause... great idea," he wrote. "We love the intention but think our two brands could do something bigger to make a difference."
"We commit to raise awareness worldwide, perhaps you'll join us in a meaningful global effort?
"And every day, let's acknowledge that between us there is simply a friendly business competition and certainly not the unequaled circumstances of the real pain and suffering of war."
The letter was signed "We'll be in touch", with an added P.S. of "A simple phone call will do next time."
Despite the fact that a McWhopper won't be sold anytime soon, Peace One Day's founder told Mashable he was still happy for the attention.
"I am delighted with the result of today...[with] so many people finding out [about International Peace Day]...I look at this as sort of a real success."
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