Building on the success of the 2025 Caramelo platform, the brand is moving beyond a single aesthetic to embrace the mutt as an emblem of the country’s essence. By partnering with Ronaldinho—a figure synonymous with the same spontaneity and authenticity attributed to these dogs—the campaign seeks to bridge the gap between national sentiment and tangible animal welfare.
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Ronaldinho Gaúcho joins PEDIGREE to rebrand the Brazilian mutt
“Brazil is a mutt,” declared football legend Ronaldinho Gaúcho on social media, igniting a national conversation that served as the opening salvo for PEDIGREE’s latest campaign. The initiative aims to shift the cultural perception of mixed-breed dogs, elevating the humble mutt into a definitive symbol of Brazilian pride and collective identity.
Marketing manager Ricardo Marinho noted that the brand has spent 17 years advocating for responsible adoption, and this expansion is designed to ensure that every dog receives quality nutrition and recognition. According to Camilla Massari, Chief Impact Officer at AlmapBBDO, the strategy leverages the footballer's public persona to transform cultural identification into real-world impact, cementing the mutt's status as a beloved, essential part of the Brazilian landscape.
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