PEDIGREE® Launches Campaign to Rebrand Mixed-Breed Dogs As National Symbols in Brazil

PEDIGREE® Reinvents Mixed-Breed Dogs in Brazil

In a vibrant celebration coinciding with Brazil’s passion for football, PEDIGREE® has launched the 'PEDIGREE® Mutt' campaign, which aims to reshape the narrative surrounding mixed-breed dogs in the country. This initiative comes as Brazil becomes immersed in the excitement of the World Cup, inviting citizens to see these lovable companions as symbols of affection and national pride.

The Campaign's Genesis

Building upon the foundation laid by the successful Caramelo platform created by AlmapBBDO in 2025, which spotlighted the beloved mixed-breed dog as a cultural icon, the 'PEDIGREE® Mutt' campaign further expands this narrative. The campaign’s mission is clear: challenge the stereotypes about mixed-breed dogs while celebrating them as integral to the Brazilian identity.

According to Ricardo Marinho, PEDIGREE®'s marketing director, the brand has been committed to promoting responsible adoption practices for over 17 years. The goal is simple yet profound: every dog deserves love, care, and recognition.