NEW YORK (CNNMoney.com) -- Fastfood chain Arby's is unveiling a new line of ads that mocks the quality of chicken served by rivals McDonald's and Wendy's, The Wall Street Journal reported Wednesday.

The ads, which claim competitors' chicken is only 70 percent pure compared to the 100 percent all natural chicken Arby's sells, are a bid to break into a segment of the fast food market dominated by the bigger name brands, the paper said.

The Journal said the ads show a young man standing before the executive board of the rivals' companies, appealing to them to use all natural chicken. The young man is then laughed out of or thrown out of the room depending on the ad.

At the end of the ad, a voiceover says that Arby's chicken is 100 percent all natural unlike competitors, according to the newspaper.

The paper said Arby's is the 12th largest fast-food operator by sales. McDonald's is the biggest market player while Wendy's is the third biggest. Arby's advertising budget is $98.6 million compared to $770 million for McDonalds and $383.1 million for Wendy's, the Journal reported.

The ads will be seen on network TV as well as cable networks such as ESPN and MTV, according to the newspaper.

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