“We’ve always had heart,” Frontier CEO Barry Biffle said in a news release on Tuesday. “Some airlines are walking away from what travelers love, but we’re running towards it. Consider this the ultimate ‘divorce your old airline’ deal.”

A low-cost airline that recently paid a $2.2 million penalty for attempting to deceive its customers during the pandemic has joined a chorus of critique against Southwest Airlines over its recent bag policy shift.

Frontier Airlines launched a promotion that includes free checked bags, taking aim at rival carrier Southwest, which reversed its long-standing policy.