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Every year, same charade. Major fast food joints start advertising their fish-based meals - this is an implicit way of offering people fasting from red and white meat an option to actually dine at their places during lent. Interestingly, the word lent is never used (save for very few exceptions through the years). To give credit where credit is dew, the first such campaign to use the word was the - now defunkt - Classic Burger Joint in an ad dating back to 2012.
This being said, McDonald's is having major ads for its Swiss & Mushroom (and Burger King has a different ad as well for its Big King and Chicken Big King meal.
