Bad Bunny & Cheetos Pledge $25K Scholarships to 20 Hispanic TikTokers

The purpose of the campaign is to reward Latinx content creators who are transforming their communities.

Credit: Instagram / @BadBunnyPr + Getty Images
Credit: Instagram / @BadBunnyPr + Getty Images

Bad Bunny is teaming up with Cheetos to award $25,000 scholarships to 20 different Latinx TikTokers who are making a positive impact in their community, for a total of $500,000 in grants overall. This is the third time that the artist and the Frito-Lay snack company have partnered for the “Deja tu Huella” campaign (which translates to “Leave Your Mark”).

The purpose of the campaign is to reward creators who are positively transforming their communities. Those entering must submit a TikTok explaining how they would use the money to continue to improve their community, along with the hashtags #DejatuHuellaFund and #Entry. Participants have until August 19 to submit, and the 20 winners will be announced in October.

This past May marked the third year of the reggaeton singer’s partnership with the popular snack, a milestone which was celebrated with the release of Cheetos’ Magic Touch “Deja tu Huella” commercial. The commercial, which dropped publicly at the 2022 Billboard Music Awards, pays homage to the Hispanic community’s “magic touch” and its collective power to impact the world in profound ways.

“I am proud to partner with Cheetos for a third year. 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 press release last month. “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.”

Stacy Taffet, senior vice president of marketing at Frito-Lay, also commented on the collaboration, saying, “As a brand known for leaving its mark in culture, Cheetos is here to encourage others to do the same.” She added, “In the third iteration of the Deja tu Huella campaign, we're eager to support fans on the ground in Hispanic communities across the U.S. and Puerto Rico. We’re excited to hear from so many amazing individuals and learn more about the impressive ways they are taking action.”