With brilliant timing, AlmapBBDO and PEDIGREE, are tapping into national pride. The campaign celebrates mutts – doggy and human – to change the way Brazilians see mutts and celebrate mixed-breed dogs as symbols of love, belonging, and national pride.
The campaign is a natural next step after the Caramelo platform, created by AlmapBBDO for PEDIGREE in 2025, that helped to make this instantly recognisable “breed” one of the country’s most beloved icons. It builds on the fact that the Caramelo campaign went beyond the pet ecosystem and took root in popular culture, on social media, in memes, products, public homages and conversations about national identity.
PEDIGREE Mutt takes another step to open up the conversation – from the Caramelo as national icon to the mutt as a symbol of the Brazilian spirit, belonging, and pride. The new campaign works to put a new, positive spin on the term “mutt” and reinforce that every dog, purebred or no, deserves care, respect, quality nutrition, and a chance at finding a loving home.
To kick off the campaign, on June 12, Ronaldinho Gaúcho posted on his social media that “Brazil is a mutt”. The post sparked curiosity and spontaneous engagement among followers, the press, and content creators – it has already generated more than 162,000 likes, 3,800 comments, 3,400 reposts and over 7,000 shares. The footballer then revealed that he was teaming up with PEDIGREE.
The choice of Ronaldinho Gaúcho reinforces the campaign’s goal to connect two national symbols. One of the biggest names in Brazilian sporting history, recognised worldwide for his authenticity, joy, and spontaneity, meets the adorable mutt, that has made a home for itself in the national imaginary.
“Ronaldinho represents authenticity, joy, and Brazilian pride. We wanted someone who could help us broaden the conversation in a genuine way. Just as mutts have found a special place in Brazilians’ hearts, Ronaldinho has formed a powerful bond with the nation. That connection makes all the sense in the world for our narrative,” Marinho stated.
“The new PEDIGREE campaign frames the mutt as a true symbol of belonging and national pride,” stated Camilla Massari, chief impact officer and VP of client services and business at AlmapBBDO. “By bringing on Ronaldinho Gaúcho, we connect his authenticity to the unique blend that defines both the Brazilian people and mixed-breed dogs. Our goal is to redefine the term in an affectionate light, transforming cultural identification into real impact for the cause of adoption and the brand’s business.”
The campaign will also feature other content creators and popular figures such as Péricles, Gil do Vigor, and Heloísa Périssé, who will join the conversation over the weeks to come, amplifying the campaign’s message and inviting the public to reflect on the symbolic, emotional, and cultural value that mutts hold in Brazil.
Credits:
Agency: AlmapBBDO
President and CEO: Filipe Bartholomeu
CCO: Pernil
VPs of Creative: Fernando Duarte and Henrique Del Lama
Creatives: Júlia Malavazzi and Tiago Embrizi
AV Production: Diego Villas Boas, Victor Alloza, and Bibiana Oliveira.
COO: Rafaela Alves
CIO and VP of Client Services and Business: Camilla Massari
Client Services: Fernanda Portugal, Júlia Marques, Juliana Ramos, andCarolina D’Assunção.
CSO: João Gabriel Fernandes
Strategy: David Gross, Isabella Ayub, Alicia Araujo, and Najara Bartolo
Special Projects: Julia Newman and Marilia Alves
Client: Mars [Pedigree]
Client Team: Natalia Ball, Chris Rodi, Ignacio Inda, Ricardo Marinho, Fabio Souza, Clara Barin, Augusto Tegani, Marina Moresco, and Nathalia De Angelis
PR: AlmapBBDO and Giusti
PR Firm: Weber Shandwick
Content & Media Agency: DPZ
Influence Agency: BR MEDIA
Film Production: The Youth
Executive Directors: Carol Cherobim, Eduardo Lubiazi, João Machado & Yuri Maranhão
Executive Producers: Carol Cherobim & Chico Pedreira
Director: Duran Sodré
Animation Director: Rafa Monti
Assistant Director: Milton Gonçalves
Post-Production: COLOSSAL
Finishing: Donmar
Audio Production: Raw Audio
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