#Brazil #São Paulo #PEDIGREE #Ronaldinho #Mixed-Breed Dogs

PEDIGREE® Campaign Highlights the Beauty of Mixed-Breed Dogs in Brazil

As Brazil's attention turns to soccer, PEDIGREE® is stepping up to celebrate mixed-breed dogs with its latest initiative, the 'PEDIGREE® Mutt' campaign. This campaign seeks to redefine the perception of mixed-breed dogs in the country, elevating these lovable canines to icons of affection and national pride.

With a partnership with Brazilian soccer legend Ronaldinho Gaúcho, this campaign marks a significant chapter in PEDIGREE®'s ongoing platform Caramelo, established by AlmapBBDO in 2025. The Caramelo initiative highlighted mixed-breed dogs within the cultural discourse, cementing them as cherished symbols in Brazilian society. Now, PEDIGREE® is broadening its focus to the essence of these mixed breeds, which represent the heart and soul of Brazil itself.

Rather than spotlighting a single breed, 'PEDIGREE® Mutt' champions the collective sentiment of pride that Brazilians hold for their mixed-breed companions. The campaign emphasizes that every dog, regardless of lineage, deserves love, respect, quality care, and a chance to find a loving home.

According to Ricardo Marinho, the marketing head at PEDIGREE®, for over 17 years, the brand has been promoting responsible adoption and raising awareness about mixed-breed dogs. "Our message is simple: every dog deserves love, attention, and recognition," he stated.

The momentum of the campaign was catalyzed by a captivating social media post from Ronaldinho on June 12, in which he declared, "Brazil is a mixed-breed dog." This statement sparked curiosity and discussions, leading to the reveal that he collaborated with PEDIGREE®. This alignment with one of Brazil's most beloved sports figures serves to reinforce the campaign's aim of merging two national symbols – the cherished mixed-breed dog and Ronaldinho himself, who is celebrated for his authenticity and vivacity.

Camilla Massari, Vice President of Client Services and Impact at AlmapBBDO, stated, "The new PEDIGREE® campaign presents mixed-breed dogs as true symbols of belonging and national pride. By incorporating Ronaldinho Gaúcho into the campaign, we connect his authenticity with the unique blend that characterizes both the Brazilian people and mixed-breed dogs. Our goal is to redefine the term 'mixed-breed' through a positive lens, transforming cultural identification into a genuine driving force for adoption and brand engagement."

The upcoming weeks will see a spotlight on content creators and beloved personalities as part of the 'PEDIGREE® Mutt' campaign, asserting the brand’s commitment to responsible adoption and the importance of honoring every dog. Each dog is deserving of appreciation, love, and recognition, aligning with PEDIGREE®'s enduring mission to advocate for these often-overlooked companions in homes across Brazil.

As the campaign rolls out, expect to see engaging stories and heartfelt messages showcasing the joy that mixed-breed dogs bring to families and individuals, reminding everyone that they are not just pets but members of the family. Through this initiative, PEDIGREE® aims to foster a deeper connection between Brazilians and mixed-breed dogs, ensuring that these furry friends receive the affection they truly deserve.