PEDIGREE® Launches Campaign to Celebrate Mixed Breed Dogs in Brazil

Celebrating Mixed Breed Dogs in Brazil with PEDIGREE®

As Brazil gears up for its beloved football season, PEDIGREE® has launched an inspiring campaign titled "PEDIGREE® Mutt". This initiative invites all Brazilians to embrace mixed breed dogs as symbols of love, pride, and national identity. The campaign is strategically timed with the fervor surrounding football, aiming to unify the country's love for the sport with the unique charm of mixed breed dogs.

The essence of the "PEDIGREE® Mutt" campaign is to change the narrative surrounding mixed breeds in Brazil. Rather than singling out a particular breed, the campaign highlights the joy, connection, and respect that mixed breed dogs bring to families across the nation. This initiative follows the successful "Caramelo" platform developed by AlmapBBDO in 2025, which helped elevate mixed breeds into the spotlight, becoming a cherished part of Brazilian culture.

The importance of this campaign cannot be overstated, as it aims to foster a sense of pride amongst dog owners, encouraging the idea that every dog deserves love, quality care, and a loving home. As stated by Ricardo Marinho, PEDIGREE®’s Marketing Manager, "Our message is clear: every dog deserves love, care, and recognition."

A National Celebration

On June 12, Brazilian football legend Ronaldinho Gaúcho took to social media to announce his collaboration with PEDIGREE®, saying, "Brazil is a mixed breed." This statement stirred excitement and conversation about the campaign even before its full reveal. His involvement effectively bridges two national symbols—an iconic sports figure who resonates with authenticity and spontaneity, and the beloved mixed breed dog, which holds a special place in the hearts of the Brazilian people.

According to Camilla Massari, Chief Impact Officer at AlmapBBDO, the new campaign seeks to position mixed breeds as a powerful emblem of belonging and national pride. The connection between Ronaldinho's unmistakable charm and the endearing qualities of mixed breed dogs aims to redefine how society perceives these animals. The initiative aspires to reshape the cultural identity of mixed breeds, converting the perception into actionable insights for responsible adoption and community engagement.

Looking Forward

In the upcoming weeks, the campaign will feature various content creators and local celebrities who support the cause, amplifying the message that adoption is vital and that every dog deserves to be seen and valued. With the launch of "PEDIGREE® Mutt", the company firmly commits to increasing awareness and fostering a culture of responsible pet ownership, which benefits both dogs and society at large.

Through this campaign, PEDIGREE® is not just selling dog food; it is advocating for a deeper emotional connection between dogs and their human companions. The focus on mixed breeds as symbols of community and national identity reflects the spirit of Brazil itself—vibrant, diverse, and full of heart. As we celebrate these wonderful dogs, let’s remember that every mixed breed deserves care and a chance to thrive in a loving home.