Quaker’s Edible Calendar Aims to Bake Healthy Habits Into Daily Life

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.

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.