A fake ad campaign in which “Burger King” allegedly changed its name to “Fries King” has led to mass confusion among fast-food enthusiasts.

On Thursday, Burger King issued a press release saying that several of its restaurants in Miami, Chicago and Los Angeles would temporarily be renamed “Fries King,” USA Today reports. The company’s website also reflected the apparent change. Instead of the usual “Burger King” logo, the website is currently branded “Fries King,” featuring a corresponding logo and an accompanying slogan: “Formerly Burger King.”

The “Fries King” campaign likely aims to promote the fast-food chain’s new “Satisfries,” which hit stores on Sept. 24. According to the company, the new fries, which feature a crinkle-cut design, are healthier than their competitors’ products, USA Today reports, and contain 30 percent less fat and 20 percent fewer calories than BK’s original recipe.

“Fries King” extended the campaign to its Facebook and Twitter pages, posting several photos of restaurants displaying the new logo. “And you thought we were bluffing. Long Live the #FriesKing!” the company wrote on its Twitter page.

The apparent Burger King name-change sparked a frenzy across social media platforms on Thursday, with customers attempting to determine if the restaurant had actually changed its name, or if it was merely having some fun. The hashtag “#FriesKing” had already gone viral on Twitter as of Thursday afternoon.

Though the campaign is generating a lot of publicity, Adweek’s Tim Nudd points out a few problems with the idea. "There are a few downsides to this. First, it implies the burgers are probably not very good. And second, it confuses people," Nudd wrote.

Still, at least part of the company’s fake ad campaign will benefit a good cause. According to USA Today, the chain will sell T-shirts bearing the new “Fries King” logo and donate the proceeds to charity.