Albertsons and P&G launch scripted branded series Rico's Tacos

Albertsons Media Collective, the retail media arm of Albertsons Companies (NYSE: ACI), has announced a branded entertainment model co-developed with Procter & Gamble (NYSE: PG), producing an episodic scripted series called Rico's Tacos that is set to launch June 23.

The series was co-created using Albertsons shopper data alongside P&G's consumer knowledge, with production handled by Brilla Media. Filming took place inside Albertsons stores and featured real in-store associates. The show will be distributed across Albertsons' YouTube, social, and in-store platforms, with new episodes releasing weekly through the end of August.

Rico's Tacos is a mobile-first drama set in a Southern California neighborhood near Venice Beach. Each episode runs one to two minutes and follows a widowed father, his teenage daughter, and her grandmother as they build a family taco business.

"The idea for Rico's Tacos emerged directly from the shopper insights and cultural intelligence shared by Albertsons Companies and P&G," said Manny Ruiz, CEO of Minivela and showrunner of the series.

Lela Coffey, Vice President of User Growth Acceleration at P&G, said the creative was developed using shopper insights from the outset rather than applying data after production.

An episode is also scheduled to premiere at the Cannes Lions International Festival of Creativity.

Albertsons Media Collective said it plans to scale similar campaigns across additional series, formats, and brand collaborations. The network's existing offerings include display, video, in-store digital signage, sponsored search, off-site media, and Collective TV.

You May Also Be Interested In

• Bending Spoons valuation up to $19 Billion in U.S. IPO - Reuters
• Ruanyun Edai Technology (RYET) files for 20M share offering by selling stockholders
• Tenable joins OpenAI's Daybreak Cyber Partner Program