Bad Bunny and Cheetos commit $500,000 to uplifting Latino communities
Cheesy snack brand Cheetos and global recording artist Bad Bunny have joined forces to give away $25,000 to 20 Hispanic TikTokers who are using their creativity as a local force for good.
In partnership with Puerto Rican rapper Bad Bunny, the Frito-Lay snack brand had pledged to award 20 young Latino TikTokers with $25,000 scholarships.
Deja tu Huella, which translates to ‘leave your mark,’ is a purpose-led program created in 2021 by Cheetos and Bad Bunny’s Good Bunny Foundation.
In the campaign’s third consecutive year, Bad Bunny and Cheetos have committed $500,000 to solving inequities across the US and Puerto Rico via a contest on TikTok. The contest will grant $25,000 scholarships to 20 young people who are effecting positive change in their communities, be it through art, music, food, education or another way.
For a chance to win, users can submit a video explaining how they could use $25,0000 to better their neighborhoods with the #DejatuHuella hashtag between July 18 and August 19. The brand will announce 20 merited winners on social media in October.
“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,” Bad Bunny said in a statement shared with The Drum. “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 this year, Cheetos has shown its commitment to a community that has impacted and continues to impact my life tremendously.”
As part of the Deja tu Huella campaign, Cheetos also released the ‘Magic Touch’ TV spot (above) at the Billboard Music Awards in May. The commercial, shot in Los Angeles’ Latino Boyle Heights neighborhood, featured Bad Bunny’s single Party from his new album Un Verano Sin Ti. It also ran on the side of double-decker buses throughout the historic neighborhood until May 22.
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