# Mixed-Breed Dog Campaigns Pedigree Mutt Aims to Change Brazilians' Definition of "Mutt" By Laura McQuarrie | Published 2026-06-19 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/pedigree-mutt References: [prnewswire](https://www.prnewswire.com/news-releases/pedigree-launches-campaign-to-honor-mutts-and-change-the-meaning-of-the-term-in-brazil-302804728.html)  Mixed-breed dogs don't often get the love they deserve because the word "mutt" carries an unfair stigma, and [Pedigree](https://www.trendhunter.com/trends/adoptable-playlists) Mutt is a new campaign that invites Brazilians to see and celebrate them as loyal, loving companions deserving of loving forever homes. Created to coincide with a [major summer soccer tournament](https://www.trendhunter.com/trends/caninefriendly-sporting-events), the campaign taps beloved Brazilian icons to reshape perspectives. To kick off this campaign, Ronaldinho Gaúcho—one of the biggest names in Brazilian sports history—posted on social media that "Brazil is a mutt." Naturally, the post sparked curiosity and conversation before the footballer revealed he was teaming up with the [dog food brand](https://www.trendhunter.com/trends/pedigree-1). As the campaign continues, more content creators and iconic figures will lend their voices to the cause. ## Trend Insights (Trend Hunter) - Score: 3.7/10 - Popularity: 13% | Activity: 19% | Freshness: 78% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: South America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Pets](https://www.trendhunter.com/pets) ## Key Themes ### Why This Trend Is Growing - **Stigma-reframing Campaigns:** Language-led storytelling around stigmatized identities creates space for brands to transform cultural meaning and build emotional affinity. - **Celebrity Teaser Advocacy:** High-profile social posts that begin as ambiguous provocations generate attention funnels for cause-based campaigns before the sponsor reveal. - **Event-timed Purpose Marketing:** Major sports moments provide shared cultural contexts where social causes can be embedded into national pride and mass conversation. ### Industries Being Reshaped - **Pet Care:** Premium and mass-market pet brands gain new relevance through campaigns that connect nutrition, adoption, and emotional companionship. - **Animal Welfare:** Shelters and rescue networks benefit from narrative platforms that reduce adoption bias and elevate mixed-breed animals as aspirational companions. - **Influencer Marketing:** Creator ecosystems become more impactful when iconic public figures and everyday voices amplify a unified social perception shift. ## Related on Trend Hunter - [Restaurateur-Themed Dog Toys](https://www.trendhunter.com/trends/bark-x-guy-fieri.md) - [Dog-Friendly Soccer Jerseys](https://www.trendhunter.com/trends/dog-jerseys.md) - [Crash-Tested Pet Crates](https://www.trendhunter.com/trends/crashtested-pet-crates.md) - [Small Dog-Specific Food Brands](https://www.trendhunter.com/trends/smaller-dog-breeds.md) - [Adoption-Promoting Dirty Dog Contests](https://www.trendhunter.com/trends/dirty-dogs-contest.md) - [Summer-Ready Pet Kits](https://www.trendhunter.com/trends/divine-canine-summer-essentials-kit.md) - [Human-Grade Chewy Dog Treats](https://www.trendhunter.com/trends/jerky-chews.md) - [Kidney-Focused Prescription Pet Diets](https://www.trendhunter.com/trends/prescription-diet.md) - [Dog-Friendly Frozen Treats](https://www.trendhunter.com/trends/dairy-free-ice-cream-for-dogs.md)