BOISE, Idaho — Albertsons Media Collective and Procter & Gamble are launching what they call an industry-first branded entertainment model that combines shopper insights, storytelling and commerce to produce original content to engage consumers and drive sales.
The first project under the initiative is “Rico’s Tacos,” a mobile-first Minivela drama following a widowed father, his teenage daughter, and their abuela as they build a family taco business in a Southern California neighborhood near Venice Beach. The one- to two-minute episodes will debut on June 23 across Albertsons Cos.’ YouTube, social, and in-store platforms, with new episodes released weekly through the end of August.
The series was co-developed by Albertsons Media Collective, the retailer’s media arm, and P&G, with production support from Brilla Media. Albertsons said the project marks a new approach to retail media, using shopper insights to inform creative development from the outset rather than applying data after content is produced.
“The brands that will win are the ones that connect with shoppers in relevant, everyday moments,” said Lela Coffey, vice president of user growth acceleration at P&G. “What makes this collaboration notable is that the creative was developed with Albertsons Cos. using shopper insights at the outset, rather than applying data only after the work is made. That creates a closer link between the story, the audience, and the commercial outcome.”
Albertsons said the initiative establishes a new category within retail media by integrating shopper intelligence, brand insights and entertainment. The retailer co-created and filmed the series in Albertsons stores, featuring real store associates, and plans to promote the content across its owned and social media channels.
“Retail media is evolving beyond placements toward work that drives brand love, commerce and measurement,” said Brian Monahan, senior vice president of retail media at Albertsons Media Collective. “With aggregated shopper insights that shape the creative and evaluate performance, brands have a clearer view of what is resonating with their customers and what is driving results.”
Albertsons Media Collective and Albertsons Cos. said they plan to expand the model with additional series, formats and brand partnerships in the coming months. Branded entertainment will join the retailer’s broader suite of retail media offerings, including display advertising, sponsored search, video, in-store digital signage and off-site media.
The project also marks the latest entertainment venture from P&G Studios, which traces its storytelling roots to the soap operas the company sponsored beginning in the 1930s and has recently expanded into streaming content, documentaries, and social-first serialized programming.
The launch comes as retail media continues its rapid expansion. Industry analysts view projects such as “Rico’s Tacos” as evidence that retail media networks are moving beyond traditional ad placements and into original content creation. U.S. retail media spending is projected to reach $72 billion in 2026 and climb to about $95 billion by 2028, according to eMarketer, creating new opportunities for retailers and brands to blend entertainment, shopper engagement and commerce.
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