The U.S. Hispanic community makes up 19% of the U.S. population and has been the largest contributor to U.S. population growth since 2000. Unlike older generations, the younger U.S. Hispanic community members have grown to celebrate their vibrant heritage and in doing so, have reshaped the world around them. Although they’re making strides, 41% of the total Hispanic American population feel that their community does not have the representation they deserve.

Cheetos stands for individuality, disrupting the status quo and celebrating the differences that make consumers unique. Cheetos built their purpose platform in 2020 – Deja Tu Huella (“leave your mark”)– to celebrate their Hispanic fans and spotlight how they have the transformative power to change the world around them. This rallying cry has grown louder year after year, and in 2022, Cheetos partnered with Latin music superstar Bad Bunny to celebrate and empower the community.

Cheetos set out to strengthen their purpose platform in year 2 and celebrate the U.S. Hispanic community’s ability to transform the world around them, teaming up once again with Latin icon Bad Bunny, we launched new creative messaging featuring his new top-charts song “Party” and visually showing the “magic touch” that the community has that transforms the world around them to be more vibrant.

We seeded the brand message within trending conversation and drove brand credibility by leaning into one of the biggest passion points of Hispanic consumers: music. Social became a pillar of our program, acting as a bridge to speak directly with the U.S. Hispanic audience and share inspiring stories within a mass-reaching & attention-grabbing environment. To balance mass-reaching efforts, we leaned into cross-channel platforms that over-index with the US Hispanic audience to ensure the brand was showing up on their go-to media platforms and channels.

To capture attention, we knew we had to surround the largest stage in culture. Cheetos joined Bad Bunny to bring “deja tu huella” messaging across one of the hottest music tentpole moments – the Billboard Music Awards (BBMAs). We surrounded Remezcla’s properties with custom storytelling content to authentically reach our audience and also shared our video creative on double-decker buses routed around Los Angeles and Boyle Heights - U.S. Hispanic-dominate cities and the backdrop in our video creative.

We used TikTok to announce the Cheetos Deja Tu Huella Fund – a give-back program that encouraged U.S Hispanics to share how they’re leaving their mark for a chance to win $25k in support of their project. Cheetos awarded 20 participants and took part in Miami’s Latin Music Week with immersive activations that exemplified Cheeto's commitment to their fans and spotlighted the Class of '22 Deja Tu Huella Fund winners.

Cheetos successfully cemented the Deja Tu Huella movement within the culture and drove action amongst their fanbase and beyond. Exceeding engagement benchmarks by +122% at launch and securing +2.8B earned impressions (+1B increase vs. ‘21), Cheetos drove conversation and successfully used their platform to shed light on Hispanic community members leaving their mark. Their call to action was strong and created noise across the Hispanic audience, with over 190 Hispanic fans entering the Deja Tu Huella Fund program (+6% increase in entries vs. ‘21) and sharing proudly how they’ve impacted their community. As a secondary KPI, Cheetos drove a double-digital brand lift across digital and audio platforms (+35pts, over ~15pts higher than average), showing the effectiveness of our program in creating meaningful momentum for the brand.