Developed by the agency Bakery by Ampfy, the calendar serves as more than a promotional novelty. Each page, engineered by Magic Lab using a precise mixture of oats and water, is designed to be detached and consumed as a breakfast base. The initiative targets a growing demographic, as recent market data suggests 91% of Brazilians are actively pursuing healthier lifestyles, driving increased demand for fiber-rich superfoods.
Quaker’s Edible Calendar Aims to Bake Healthy Habits Into Daily Life
To turn nutrition into a permanent fixture of the Brazilian morning routine, Quaker has unveiled a 21-day calendar crafted entirely from oats. The campaign, titled "Start the Day with an Extra Q," leverages the psychological principle that three weeks of repetition are sufficient to establish a lasting, subconscious habit.
Senior Marketing Director at PepsiCo Brazil Foods, Simone Simões, noted that the project aims to inspire life changes from the inside out. To scale the campaign beyond its initial circle of brand ambassadors—which includes figures like Otaviano Costa and Betto Auge—Quaker has launched an interactive WhatsApp bot. This digital tool provides users with structured meal plans and recipe guidance, bridging the gap between the physical calendar and daily consumer practice.
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