Todd Condie, a copywriter with the Terri & Sandy Solution, said the concept for the campaign sprang from the idea that Peeps were associated with special occasions.

Image A commercial for Bubble Wrap Appreciation Day opens with an older woman seated at a table.

“What we kept coming back to was that what really defined Peeps as a product was the fact that it was associated with special times, so we tried to figure out what made every day special,” Mr. Condie said. “And it set us off into this world of weird, quirky holidays that really fit the quirky nature of the Peeps brand.”

On June 3, or National Egg Day, the Peeps Twitter account began tweeting daily illustrations that incorporate chicks into holidays. For Hot Air Balloon Day on June 5, for example, it sent a tweet of a green chick-shaped balloon against a blue sky. Two chicks will have long, stilt-like legs for Pink Flamingo Day on June 23. And for Shark Awareness Day on July 14, a chick will float in the ocean, four triangular fins circling it. Popular holidays will also be recognized: On the Fourth of July, the brand will tweet an illustration of a fireworks display in the shape of a chick.

Those illustrations will be assembled in a page-a-day calendar for 2015. The brand plans to begin selling it in the fall online and from its stores, Peeps & Company, which also feature other Just Born brands like Hot Tamales, Mike and Ike, and Goldenberg’s Peanut Chews.

Peeps Minis are chick-shaped, bite-size versions of the originals that are being introduced with three flavors — strawberry crème, chocolate crème and sour watermelon — with a fourth, vanilla crème, available only at Target. The suggested retail price for a 3.4-ounce bag of 24 is $3.99.

Cybele May, founder of the website Candy Blog, said that Peeps, like candy corn and Necco wafers, was among the more “polarizing” confections with her readers, who in comments sections glorify or vilify the treats.

Original Peeps are connected at the side, so removing them from a row leaves sticky spots that are not covered with sugar. Ms. May has called this “conjoining scars” on her blog. She dislikes them because they are sticky and, when they are roasted over a fire like regular marshmallows, they ooze.