QuikTrip Campaign Gets Honest and Scoffs at Obesity Concerns

(MoneyWatch)  QuikTrip, a convenience store chain based in Tulsa, Oklahoma, has gotten refreshingly honest with its health claims -- or, rather, lack thereof. Its billboards don't try to tell you that chocolate milk is essential for children or that Coca-Cola should play a role in a "healthy, active lifestyle."

Instead it acknowledges that junk food is bad for you, but still delicious. "Life's too short for oatmeal," it says, next to a bigger-than-life-sized picture of a sticky bun.


Or, to use BrandFreak's paraphrase, "Eat sugary foods from QT Kitchens. You're going to die anyway!"

This approach is much more honest than putting a green "Smart Choices" check mark on junk food on grounds that it might be healthier than other junk food. Plus, it's much less likely to run into legal troubles.

Though as one blogger points out, oatmeal can be delicious too, and if made right, it can almost qualify as junk food by itself.