The company made several notable blunders in the US in the 1990s which hurt stateside profits. The McLean Deluxe sandwich, which featured a 91 percent fat-free beef patty, was introduced in 1991, never really caught on, and was dropped from the menu in February 1996 to make room for the Arch Deluxe, itself an underperforming product. The "grown-up" (and pricey) Arch Deluxe sandwich was launched in May 1996 and the Deluxe Line was launched in September 1996 in a $200 million campaign to gain the business of more adults, but were bombs. The following spring brought a 55-cent Big Mac promotion, which many customers either rejected outright or were confused by because the burgers had to be purchased with full-priced fries and a drink. The promotion embittered still more franchisees, whose complaints led to its withdrawal. In July 1997 McDonald's fired its main ad agency, Leo Burnett, a 15-year McDonald's partner, after the nostalgic "My McDonald's" campaign proved a failure. Several other 1990s-debuted menu items, including fried chicken, pasta, fajitas, and pizza failed as well. A seemingly weakened McDonald's was the object of a Burger King offensive when the rival fast-food maker launched the Big King sandwich, a Big Mac clone. Meanwhile, internal taste tests revealed that customers preferred the fare at Wendy's and Burger King.