Tecate backs jobs platform for repatriated Mexicans

Tecate and LePub Mexico City have launched Welcome Back Paisano, an employability platform designed to support Mexicans returning to the country by connecting them with job and business opportunities.

The initiative responds to ongoing repatriation flows by positioning returning workers as a valuable talent pool, while aiming to translate that recognition into employment and entrepreneurship pathways.

Platform links talent to retail ecosystem

The programme connects repatriated individuals with opportunities within the Tiendas SIX network, enabling both job placements and the potential to open new stores. The model combines employment access with entrepreneurial support, creating a structured route into the workforce.

The platform is developed in collaboration with FUNDES, which provides methodology and guidance to support integration. In its initial phase, the programme aims to employ 130 repatriated Mexicans over the next 24 months, with plans to scale over time.

Campaign reframes repatriation narrative

The campaign seeks to shift perceptions around returning migrants by framing repatriation as an opportunity to rebuild careers locally. It draws on cultural narratives tied to national identity and positions Mexico as a place where individuals can restart and grow professionally.

Marta García, Vice President of Marketing at HEINEKEN México: "Welcome Back, Paisano is an initiative that reflects the character and courage of Tecate: being present when most needed and supporting Mexicans with concrete actions. We aim to generate real impact in communities, strengthen the local economy, and create opportunities that allow the world’s strongest workforce to build a new beginning."

Creativity positioned as business driver

LePub Mexico City developed the campaign with a focus on turning creative strategy into tangible outcomes. The approach combines communications with a functional platform that connects users to opportunities.

Aldo ‘Coco’ Ramirez and Ricardo Avilés, Chief Creative Officers, LePub Mexico City: "The world has always known the value of the Mexican workforce, and it is time our country’s greatest strength finally came home. By opening these doors, we aren’t just launching stores, we are reclaiming the talent that should never have been forced to leave. We’re doing this the Tecate way: with the humor and lightheartedness that define us, because if we aren’t laughing at our difficulties while we overcome them, are we even Mexicans? The true value lies not only in communication, but in the real commitment a brave brand makes to a genuine cultural movement. Brands should transcend brand purpose; they need to start with real brand actions."

Multi-channel rollout targets border regions

The campaign includes digital and social media activity, alongside out-of-home and digital out-of-home placements in border areas. Content creators also contribute to extending reach and engagement.

An online platform provides information about the programme and access to available opportunities, positioning the initiative as both a communications effort and an operational tool to support workforce integration.

www.heinekenmexico.com

www.tecate.com

www.le.pub

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