Oats are a wholesome source of fiber and slow-releasing carbs that support fullness and energy all morning, and Quaker's Start the Day with an Extra Q campaign highlights the benefits of oats for breakfast and making this meal choice a habit. Based on the idea that it takes more than 20 days to ingrain a new behavior, Quaker created a unique 21-day calendar with pages made of oats. The exclusive calendar created for brand ambassadors is the centerpiece of the Start the Day with an Extra Q campaign, and it's not just for show—Quaker engineered the edible pages from oats and water so that they can be detached, day by day, and worked into nutritious recipes.
To support consumers with recipe ideas and weekly meal planning, Quaker created an interactive WhatsApp bot, accessible via product packaging and social media channels.
What Makes This Trend Stand Out
- Edible Habit-tracking
- Consumable calendars and trackers transform behavior change into a tactile daily ritual, creating space for brands to merge product sampling with wellness routines.
- Ingredient-based Brand Media
- Marketing assets made from the core ingredient reinforce product benefits through sensory interaction, offering new formats for memorable, utility-driven campaigns.
- Messaging-app Meal Support
- Chat-based recipe guidance connected to packaging and social channels extends breakfast planning into everyday digital conversations, blending convenience with personalized nutrition support.
Sectors Adopting This
- Breakfast Foods
- Functional morning staples are being reframed around sustained energy and habit formation, opening possibilities for products that combine nutrition with routine-building experiences.
- Consumer Packaged Goods
- Packaging-linked digital tools and physical campaign objects deepen post-purchase engagement, expanding the role of CPG brands beyond shelf presence into guided usage.
- Health and Wellness
- Behavioral wellness programs tied to familiar foods make lifestyle improvement feel accessible, revealing demand for simple interventions that connect nutrition, planning, and accountability.
