Each year from September 15 to October 15, Hispanic Heritage Month comes alive by acknowledging the past, present, and future contributions of the Hispanic and Latino communities to art, history, and culture.
With an annual spending power exceeding $959 billion and an anticipated greater impact on the US-GDP than non-Hispanics by 2025, according to The Hispanic Star, engaging and valuing this influential demographic is crucial.
Although many brands pay tribute to Hispanic and Latino communities during this special month, only a few extend their support beyond the festivities. This year, Target, Cheetos, and the NFL are elevating their Latino-focused campaigns, showcasing a commitment that goes beyond the month-long celebration.
Target
Target’s “Mås Que” (More Than) is an ongoing specially curated collection of clothing, food, and other products available in-store and online. The campaign, celebrating its third year, includes assorted items from Latino artists, creators, and brands that are amplified via marketing initiatives, as well as in-store events throughout Hispanic Heritage Month.
“We are continuing our broader “Más Que” (“More Than”) marketing campaign. From advertising and in-store marketing to an always-on digital hub on Target.com, Más Que intends to engage and build meaningful connections with our Latino guests during Latino Heritage Month, and year-round,” the company wrote in a released statement.
The “always-on digital hub” is a company-wide initiative that allows shoppers to sort online offerings from Latino-owned brands.
Cheetos
Cheetos iconic orange dusting takes on life in the brand’s ongoing campaign “Deja Tu Hella.”
In its fourth year, the brand has enlisted the help of musician and advocate Becky G. The slogan, which translates to “Leave your Mark,” has officially sponsored Becky G’s fingerprints.
The campaign’s overarching goal? To support and educate the Hispanic community. In partnership with the PepsiCo Foundation, Cheetos has pledged to award 500 Uplift Scholarships to 12 different Hispanic-Serving Institutions (HSIs) around the country.
In an effort to promote this offering, the brand has taken the show on the road this month. With stops in Miami, San Antonio, and Los Angeles at HSI community colleges, On the tour, Cheetos will offer career-building resources, and obviously some Cheetos and other snacks for those in attendance.
“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.”
The fun continues on TikTok with Becky G and Cheetos encouraging fans to #DejatuHellaTour by sharing videos of the ways their five Cheetle-covered fingertips are leaving their marks on their communities. Winners will receive tickets to Becky G’s headlining tour.
NFL
In year 3 of its “Por La Cultura” campaign, the NFL will celebrate and honor the Hispanic community throughout the 2023-2024 season. All efforts will be distributed across MundoNFL, the official NFL Spanish source, and NFL social channels. A myriad of activations come to life via music, education, social, and content-based efforts.
The “Hometown Heroes” series will follow three Latin players as they share how their heritage has shaped their NFL journeys.
In a partnership with the Hispanic Heritage Foundation, all 32 NFL teams will recognize one to two Latino student-athletes that are shining on and off the field. These stories will be shared throughout the season, but the commemoration will take place at Super Bowl LVIII in February where the league will award eight finalists with grants and honors.
Outside of this offering, the NFL has activated several partnerships with organizations such as the Hispanic Alliance for Career Enhancements (HACE), Latinx in Sports, We Are All Human, and others to advance the careers of young Latinos.
Music plays an integral role in the efforts of “Por La Cultura.” Notable Mexican band Fuerza Régida’s “Otra Peda” tour will pop up at a variety of NFL cities including Las Vegas, LA, Dallas, Denver, and others. During these stops, the band and NFL players will engage with local youth along.
And that’s not all, the NFL will drop a Latino-inspired mixtape with exclusive tracks released throughout the season. A collaborative effort in partnership with NTERTAIN Studios, NEON16, and Tainy and Lex Berrero, the hot releases will be available for streaming, culminating in a music video premiere later this year.
“With a large and passionate Latino fanbase, as well as a number of Latino players, personnel, and Legends, the NFL and its clubs are committed to celebrating the stories that elevate Latino culture, inspire and propel youth toward their dreams, and build a unified path to greatness through sport,” the NFL wrote in a release about the expansive effort.
By demonstrating a commitment that extends beyond the designated month of celebration Target, Cheetos, and the NFL offer continuous support, engagement, and recognition of the Hispanic and Latino communities.
