Tesco, Britain’s version of Wal-Mart, recently engaged in what one Storify user called a “tweet-off” with another British firm, O2.

Brands engaging in a bit of 140-character back-and-forth is nothing new, but this one was fueled solely by a Twitter user appropriately called @HoldMeBackBro.

Yesterday, he tweeted, “@UKTesco I swear you and @O2 should have some banter.”

Tesco took it from there, and let’s just say things got weird. Rachel Miller recounts the play-by-play on Storify. Let’s go to the highlights, including this exchange:

@O2 Oh blud! Don't be up in my face! You know we're the Daddy around here!

@UKTesco ORLY? Because from here you look more likely to be a mum... (via @thepoke) pic.twitter.com/7LOD2E0E

Suffice to say, the picture doesn’t cast a positive light on Tesco. The back and forth went on for about three hours, and while there was no clear victor, there was an “unphotoshopped” photo of a product Tesco offers called “Welsh Lady Ass Fudge.”

Like I said—it got weird.

Still, it’s good to see brands having some fun among themselves on Twitter, even if this type of exchange would probably get someone fired in the States.

(Image via)