WELCOME BACK, PAISANO
Brand
TECATE
Entrant Agency
LEPUB
Category
Direct
Award
Silver
Festival & Year
Cannes Lions (2026)
Case Study Details
Mexicans are one of the best workforces in the world. While others deport them, Tecate welcomes them with open doors.
Welcome Back, Paisanos is a platform that expands SIX stores by employing repatriated Mexicans so they don’t have to start from zero.
From LePub Mexico City
#WelcomeBackPaisano #Tecate #W
Presentation Board
EXPANDING OUR STORES BY EMPLOYING MEXICANS REPATRIATED FROM THE U.S.
e FROM REPATRIATION REFRAMES REPATRIATION WHEN CREATIVITY THOUSANDS RETURNAFTER
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MORE THAN 160,000 MEXICANS FROM THE US. HAVE BEEN REPATRIATED, RETURNING.
NOM TO START PeoM ZERO. Ar THE SAME TIME, TECATE'S CONVENIENGE STORE
CHAN, 0c THE: SECOND LARGEST RETALER'IN WENO, HAS. SEEN MANY
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> _ ATTECATE PLATFORM THAT PROVIDES EMPLOY MENTO MEXICANS WHO HAVE BEEN
REPATRIATED, REOPENING STORES AND GIVING THEM THE OPPORTUNITY TO RUN
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THEIR OWN CONVENIENCE STORES, AND WILL CONTINUE EXPANDING AS LONG AS
THE CURRENT US. ADMINISTRATION REMAINS IN PLACE. If ONE OF THE BEST
WORKFORCESIN THE WORLD IS COMING BACK, WE SAY TO THEM, "WELCOME BACK’
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TRU
FEBRUARY 2025
MARZO 2026
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