According to Mexico's National Institute of Migration, more than 142,000 Mexican nationals were repatriated in 2025. Many return amid uncertainty, without a support network to help them reintegrate into the country's economic and social life.The lack of employment opportunities and support throughout this process makes it difficult for them to rebuild their lives, despite the experience and skills they bring with them.

Welcome Back, Paisano is an employment platform that combines technical training, continuous support over 24 months, and access to job opportunities within the Tiendas SIX and HEINEKEN México network.In its first phase, Tecate has committed to employing more than 100 repatriated individuals, laying the foundation for a scalable model.The program also includes the opening of new Tiendas SIX stores, expanding employment and entrepreneurship opportunities in communities across the country.FUNDES provides the methodology and ongoing support needed to facilitate participants' workforce integration and professional development. The goal goes beyond immediate employment: it is to build a path toward sustainable growth that enables participants to develop their own business ventures within the commercial model.The initiative's approach, which turns creativity into a tangible solution to a social challenge, received international recognition at Cannes Lions 2026. The campaign developed by Tecate, LePub México, and FUNDES won one Gold Lion in Brand Experience & Activation, one Silver Lion in Creative Business Transformation, one Silver Lion in PR (Corporate Purpose & Social Responsibility), and one Bronze Lion in Glass: The Lion for Change, making it one of the most recognized Latin American campaigns at the festival.