_gif.gif)
PepsiCo-owned oat brand Quaker has launched an interactive marketing initiative in Brazil featuring a 21-day calendar manufactured directly from baked oats.
Formulated as a key activation within the brand's "Start the Day with an Extra Q" campaign, the limited-edition edible calendar is designed to encourage daily oat consumption by combining behavioural science with novel packaging engineering.
Edible Packaging Innovation
Developed in collaboration with production agency Magic Lab, the edible calendar pages were engineered using a minimalist formulation of Quaker oats and water. The sheets were precision-baked to achieve structural integrity while maintaining suitability as a food ingredient once detached day by day.
Key functional and operational aspects of the packaging project include:
š¾ Edible Sheet Formulation:Ā Custom-baked oat-and-water sheets engineered to function as a daily calendar page before being used as a breakfast recipe base.
š„£ Recipe Base Functionality:Ā Designed to be incorporated directly into smoothies, porridge, or baked goods upon daily detachment.
š¬ Material Engineering:Ā Developed through extensive thermal testing to ensure precise consistency, page separation, and shelf stability for campaign deployment.
Behavioural Psychology
The 21-day structure of the calendar leverages established psychological principles of habit formation, which indicate that repeated actions over three weeks help establish enduring routine behaviours. By converting daily breakfast choices into a tangible, interactive ritual, Quaker aims to increase consumption frequency across the cereal and oat categories in South America.
Simone SimƵes, Senior Marketing Director at PepsiCo Brazil Foods, stated that the initiative aims to engage brand ambassadors and consumers in incorporating oats into their daily morning routines through an interactive concept.
Consumer Engagement and Interactive Platforms
Created by advertising agency Bakery by Ampfy within the Biosphera.ntwk ecosystem, the campaign aligns with consumer research indicating that 91 per cent of Brazilian consumers are actively seeking healthier lifestyle habits.
To drive consumer adoption beyond the initial influencer rollout, Quaker is supporting the initiative through digital and retail channels:
Influencer Partnership Programme:Ā Distributed as an exclusive edition to key South American health influencers and brand ambassadors, including Otaviano Costa, Betto Auge, and Bruna Ianhez.
Digital Media Integration:Ā Collaborative coverage and lifestyle vlogs documented in partnership with digital media platform Steal The Look.
Interactive WhatsApp Interface:Ā Deployment of a direct-to-consumer WhatsApp bot providing automated recipe recommendations and weekly meal planning guidance, accessible via QR codes on retail packaging and digital platforms.
The campaign highlights how food and beverage brand owners are integrating functional packaging concepts, behavioural psychology, and digital conversational tools to drive category engagement and repeat consumption.
