The launch marks the third consecutive year that the Frito-Lays brand and the Puerto Rican rapper, singer and professional wrestler (aka Benito Antonio Martínez Ocasio) have teamed up for Cheetos’ Deja tu Huella (Leave Your Mark) campaign, an initiative that shines a light on Hispanic communities and calls on fans to leave their mark on all they do.
PepsiCo and its own benevolent foundation have long had a commitment to the Hispanic community – one of its key markets – pledging $172 million in support over five years to further build on its long-standing efforts to address racial inequality.
Since 2020, Bad Bunny’s partnership with Cheetos has included fashion and music collabs, along with charitable donations. The 2021 campaign saw the roll out of one-of-a-kind fashion collaboration with adidas to benefit the Estudiante Fund, which saw profits from the sale of the collection – along with a top up from Cheetos – provide $500,000 to fund scholarships for fans who were leaving their mark on their communities.
The duo are now on the hunt for 20 exceptional Hispanics living in the US and Puerto Rico who have the potential to effect positive change – and will award them $25,000 each for their efforts.
Ready to make your mark?
What would you do for a chance to win this prize from the Deja tu Huella Fund?
If you can make a mark, Chester Cheetah and Bad Bunny want you to crow about it.
Between 18 July and 19 August, fans are invited to create a TikTok video on how they would use $25,000 to make a positive impact on Hispanic communities in the US and Puerto Rico – be it through art, music, fashion, food, education, community service or anything else: you have the power to transform the world around you, so do it!
Use the #DejatuHuellaFund and #Entry hashtags, post your vid on TikTok, and who knows (?!) you could in line to bag $25,000.
“As a brand known for leaving its mark in culture, Cheetos is here to encourage others to do the same,” said Stacy Taffet, senior VP of marketing at Frito-Lay.
“In the third iteration of the Deja tu Huella campaign, we’re eager to support fans on the ground in Hispanic communities across the US and Puerto Rico. We’re excited to hear from so many amazing individuals and learn more about the impressive ways they are taking action.”
The winners will be announced in October on social media.
The flamin’ hot touch
This year’s campaign officially kicked off earlier this summer with the debut of Cheetos’ Magic Touch TV commercial at the 2022 Billboard Music Awards – held on 15 May at the MGM Grand Garden Arena in Las Vegas – which saw Drake, Olivia Rodrigo and BTS set record wins.
The Magic Touch commercial spotlights the ‘magic touch’ the Hispanic community possesses to transform the world around them, and obviously features Bad Bunny at his best, along with music off his latest album, Un Verano Sin Ti.
As the Grammy winner exits his local convenience store with an open bag of Cheetos, he finds the iconic Cheetos dust has gifted him with a flamin’ hot touch (Midas touch). He then proceeds to upgrade a broken-down car into a hot, give his buddies a much-needed fashion makeover and transforms a plain brick facade into colourful street art: intent on leaving his mark wherever he goes.
“Cheetos is known to celebrate all forms of self-expression and each year, we’ve been able to support people out there leaving their mark,” said Bad Bunny.
“From expanding the Latin Music category at the American Music Awards in 2020 to collaborating with adidas for an exclusive fashion line in 2021 – and now the Deja tu Huella Fund – Cheetos has shown its commitment to a community that has impacted and continues to impact my life tremendously.”
The Good Bunny Foundation works to improve the quality of life of Puerto Rican youth through the support of youth arts and sports initiatives, in collaboration with other non-profit organisations. The Foundation led two relief initiatives providing aid after Hurricane María, which included handing out of meals and the complete reconstruction of 10 homes.
In 2018, the Foundation organised the first annual La Nueva Tradición event, in which 30,000 Puerto Rican children received gifts of toys and musical instruments.
Currently, the Foundation's efforts are focused on the Play Ball Again initiative to restore Little League baseball fields in different municipalities of Puerto Rico.