Sav Mor Liquors, a family-owned business with four locations around the Boston area, has been selling booze for almost 50 years. But in the past five, they’ve begun offering something else for free: Jokes.

Drive down McGrath Highway in Somerville and you can’t miss it, the huge marquee sign underneath the red block letters of the store’s name. Rather than advertise special deals like most stores, Sav Mor features witty statements like this instead:

Throwin' it back for Mother's Day. This Sunday. pic.twitter.com/SNbPfGyxFh — SavMor Spirits (@SavMorSpirits) May 4, 2016

If you continue a little further west, you’ll eventually come to another Somerville location, which, one day last summer, hosted this request on its white, plastic board:

Robbie Weiner, a part-owner and the son of one of the founders, is the man responsible for what his friends refer to as “the best analog Twitter feed in the world.” It all started one day, when, changing the sign, he thought of a joke and slapped it up there. His banners have since become a staple of the Boston area. When a new one goes up, you immediately take a picture and send it to your equally-as-invested friends (or at least I did, when I lived there).

But things have moved beyond the Sav Mor board and across the street. A few days ago, in reference to the McDonald’s sign on the other side of the highway advertising two Egg McMuffins for $5, Weiner posted this:

*The* best sign to date. The McD's and SavMor are directly across the street from each other #Somerville pic.twitter.com/GvtIzdsGQC — Steve Annear (@steveannear) May 19, 2016

Weiner said the idea struck him when he was waiting in line for his coffee at the McDonald’s drive-thru, as he does every morning: “I was looking at their sign and I thought it would be funny if I undercut them.”

Will the @McDonalds sign ever acknowledge our relationship? Thanks @steveannear for the photo of my crush. pic.twitter.com/VSGmoapEHM — SavMor Spirits (@SavMorSpirits) May 19, 2016

McDonald’s didn’t take the jab sitting down. They fired back with a retort of their own:

Weiner then put this up…

….as well as this one, at the other Somerville location.

With all the publicity the McGrath Highway store's been getting, our other stores are feeling left out. From our Mystic Valley Parkway location: Posted by SavMor Spirits on Tuesday, May 24, 2016

McDonald’s fired back again:

Saturday's McDs rebuttal to Sav-Mor Liquors in Somerville MA pic.twitter.com/DljQkWuklN — Frank's FirePhotos (@Car143FirePhoto) May 21, 2016

And then Weiner threw a curveball of a response:

While he didn’t know the people who worked at the McDonald’s before this, Weiner said he’s since talked to them on Facebook. When asked if he’s going to keep this schtick up for a while, Weiner said that he has one more planned and then he’s going to call it quits.

“There’s a lot of pressure, and I’m worried if it keeps going, I’m going to put something up there that isn’t funny,” he said. “I want to go out on a high note — I don’t want people to think it’s The Simpsons, like it should’ve ended two season ago or whatever.”

Weiner says he doesn’t do standup or perform, but that he did used to dabble in improv. Now, he says he channels most of his creativity toward his personal twitter feed.

Hey, did that guy ever figure out what he was turning down for? — R.M. Weiner (@rmfnord) April 6, 2016

Business has been good recently, but Weiner wasn’t sure he can attribute it to the dueling signs. It could also be the weather, he said.

But the signs certainly don’t hurt.