THE BATTLE OF THE BULGE: PEIA ad campaign targets fast-food industry's 'biggie' portions

Fast-food restaurants' bigger-is-better-value meals may be a bargain for your wallet but not necessarily for your waistline, according to a series of billboards popping up around the Mountain State.

The West Virginia Public Employees Insurance Agency is targeting fast-food consumers in West Virginia to resist the urge to Super Size, King Size or Biggie Size their meals at their local drive-thru windows. Consumers often upgrade a cheeseburger or chicken sandwich to a value meal combo for a little more money without considering the nutritional cost of those bargains, according to Nidia Henderson, PEIA Wellness Program manager.

"West Virginia has an obesity epidemic, not to mention heart disease, cardiopulmonary disease, diabetes and other health problems that are directly related to our eating patterns," Henderson said.

"Our primary concern is disease control, not only for the state employees that are members of PEIA but for anyone that these billboards reach. The billboards are definitely getting attention, and I think they convey the message that we need to start learning portion control."