Cheetos Is Looking for a New Ambassador — and Bringing Back a Fan Favorite Flavor to Celebrate

The 2024 Deja tu Huella ambassador will receive $25,000 to put toward an initiative that’s "leaving an indelible mark on the Hispanic community."

<p>Food & Wine / Cheetos</p>

Food & Wine / Cheetos

Cheetos is looking for its next ambassador — and celebrating in the tastiest of ways.

For the fifth evolution of the Cheetos Deja tu Huella (“Leave Your Mark”) campaign, the brand is searching for its next Deja tu Huella Ambassador. The right person, Cheetos shared in a statement provided to Food & Wine, is a "passionate individual who [is] pursuing their dreams and leveraging their talents in fields like art, education, music, STEM, and more to pave a better future for their community."

“As a brand that’s dedicated to uplifting the Hispanic community, we’re proud to continue the important Deja tu Huella program,” shared Tina Mahal, senior vice president of marketing at PepsiCo Foods North America. “All it takes is one talented and determined person to make a meaningful impact, and the Deja tu Huella Ambassador program provides much-needed visibility and funding to help make lasting change.”

Related: Cheetos Wants You to Try to Make It Through a Full 24 Hours Using Only Your 'Other Hand'

The 2024 ambassador will receive $25,000 to put toward their individual initiative that’s "leaving an indelible mark on the Hispanic community." The ambassador will also have the chance to join the snack brand at the 2024 Billboard Latin Music Week and the Cheetos Community College Tour, all in an effort to bring more visibility to their platform.

Since the program began, Cheetos has recognized 20 Deja tu Huella Ambassadors, who have each used the funding to grow truly inspiring projects. Past recipients of the honor include Roberto “Bobby” Alvarado, an artist and muralist who used the funding to support more local Latino-owned businesses; Jay Flores, a STEM Advocate; Ninja Warrior, who launched an interactive STEM performance live tour; and Valerie Gomez, who furthered her social impact venture Lacna Grad Guide through workshops, events, and informational digital campaigns.

But that's not all. To celebrate the return of the program, Cheetos is also bringing back fan favorite flavor Cheetos Salsa con Queso, which it says is "equal parts cheesy, spicy, and savory with tangy tomato, earthy chiles, a hint of lime, and rich cheddar cheese." Starting on June 17, fans can find bags on grocery store shelves and scan the QR code on the package to apply for a chance to be the next Deja tu Huella Ambassador. Learn more about the program and how you can enter at  

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