Cheetos’ ‘Deja tu Huella’ campaign returns with Becky G
Cheetos is bringing back its "Deja tu Huella" campaign with a new twist — sponsoring a musician’s fingertips.
Featuring musician Becky G, the fourth iteration of the campaign is inspired by the rallying cry that translates to leave your mark. To kick off the campaign, Becky G will look to inspire others to leave their mark on everything they touch.
Becky G will be joining the campaign to support and celebrate the next generation of Hispanic students via scholarships provided by the PepsiCo Foundation, a community college tour and a nationwide TikTok challenge.
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“It’s so surreal that Cheetos — a family favorite — is sponsoring my fingertips so that we can help mi gente,” said Becky G. “Giving back and making positive change in my community is important to me, which is why this collaboration with Cheetos and the Deja tu Huella campaign was a no-brainer. It’s helping open doors for so many young people to leave their mark on the world!”
The PepsiCo Foundation will award 500 Uplift Scholarships this year to students across 12 different community colleges classified as Hispanic-Serving Institutions, or HSIs. Over the next three years, the foundation also plans to award more than 2,000 additional scholarships as part of the ongoing partnership with Cheetos.
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“Our mission with the Cheetos Deja tu Huella campaign is to shine a light on members of the Hispanic community who are leaving their mark on culture and encourage others to do the same by providing funding and support,” said Tina Mahal, senior vice president of brand marketing at Frito-Lay. “We’re proud to continue this commitment for the fourth time in a way that’s never been done before with the world's first fingertip sponsorship of Becky G, a generation-defining artist who has inspired so many young people.”