AlmapBBDO Recognises Caramelos and Mixed-Breed Dogs in PEDIGREE's Innovative Dog Show

PEDIGREE®, the leading brand in dog food in Brazil and the world, is launching the campaign “Caramelo,” starring the so-called Caramelo mutt as the representative of all mixed-breed dogs. The initiative is designed to encourage responsible adoption and combat abandonment, especially of these dogs, which are the majority of shelter-housed pets waiting for a home, and which are 90% less likely to be adopted. In addition to the Caramelo, which is a symbol of Brazilian culture in its own right, the movement is led by the actress, presenter, and influencer Tatá Werneck, and supported by a team of national celebrities that include João Vicente de Castro, Alejandro Claveaux, Gabriel Louchard, Jhonatan Oliveira, Gustavo Tubarão, TET, and Viralatacaramelo, the brand’s ambassador.

With 12 adopted pets, Tatá Werneck is known for her love of animals and her support for animal welfare. She came to lead the cause after posting an indignant video on social media when she discovered that mutts like her dog Maminha can’t be registered for dog shows because they’re not purebreds. PEDIGREE® came to Tatá’s support, and she and a group of friends kicked off the national campaign seeking to value, honour, and change the lives of the dogs that have become a national symbol: Brazil’s beloved Caramelos.

The campaign, developed by AlmapBBDO, combines an innovative concept and a sensitive approach, establishing a powerful connection with the public and working to spark a national groundswell. It all begins with the film “Pedigree Caramelo,” which can be seen on multiple platforms and media channels, including in cinemas, Out of Home (OOH), YouTube, Meta, and TikTok.

The brand is dedicated to giving Caramelos everything that purebreds enjoy. Among its planned activities are a groundbreaking genetic study of 350 Caramelos, carried out in partnership with DNA Pets, to establish the physical, genetic, and health traits they all share. Another is the founding of the Caramelo Kennel Club, a community supported by PEDIGREE® and designed to bring Caramelo lovers together, providing them with exclusive content, news adoption events, and relevant launches.

The brand will also put on the first-ever Caramelo Dog Show, starring the titular breed and other four-legged friends, which will also include a major adoption fair. Another significant campaign initiative is the repackaging of PEDIGREE® products – now they’ll be illustrated with the photo of a Caramelo, in a major step towards recognizing an animal that’s central to Brazilian culture and life.

Some 30 million animals in Brazil have yet to find a home, according to the Pet Homelessness Index, calculated by Mars Petcare. Through its Brazilian adoption program, PEDIGREE® ‘Adotar é Tudo De Bom’, the brand has emerged as an activist with one overarching aim: to ensure that all dogs find loving homes. "PEDIGREE® sees the Caramelo as not only an icon of Brazilian culture, but a representative of all mixed-breed dogs,” explains Rodrigo Alfieri, global marketing manager for PEDIGREE®. “While awareness of pet homelessness is rising, factors like appearance, age, and coat color have a direct impact on these animals’ chances of being adopted. PEDIGREE® is a democratic brand, just like the Caramelo, and that’s why we believe that together we can touch people’s hearts and get them on board with the movement to take our beloved Caramelos out of shelters and make them the most-adopted dogs in Brazil.”

“For someone who’s crazy about dogs, developing a campaign for PEDIGREE® to boost adoption is a total honor. Our creative challenge was to make the Caramelo into an emblem of the cause, reframing its image in a positive, impactful light,” said Marco “Pernil” Giannelli, CCO of AlmapBBDO. “We want people to see them not just as ordinary dogs, but a symbol of affection, loyalty, and companionship – the things that make any dog, no matter their breed, special.”