Albertsons Media Collective has unveiled a new branded entertainment model: episodic, scripted branded entertainment co‑created with retailer shopper intelligence and distributed across the Albertsons Media Collective platform.
Procter & Gamble is the strategic co‑development partner for the inaugural work, a Minivela drama titled Rico’s Tacos, launching June 23.
“The brands that will win are the ones that connect with shoppers in relevant, everyday moments,” said Lela Coffey, VP 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.”
Rico’s Tacos is set in a Southern California neighborhood near Venice Beach. Designed for mobile viewing, each 1‑to‑2‑minute episode follows a widowed father, his teenage daughter, and her abuela as they build a family taco business and navigate questions of identity, resilience and legacy. The series was co‑created and filmed at Albertsons Cos. stores featuring real in‑store associates, with production partner Brilla Media.
“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 Rico’s Tacos.
“Those insights became the creative spark that shaped the franchise from the very beginning and continued to inform its development throughout the process. By bringing together retail media, consumer understanding, creators, brands, and storytelling, we’ve created a new model for developing and distributing original content.”
The series launches June 23 on Albertsons Cos.’ YouTube, social, and in‑store platforms, with new episodes dropping weekly through the end of August. An episode will also premiere at the Cannes Lions International Festival of Creativity.
“Retail media is evolving beyond placements toward work that drives brand love, commerce and measurement,” said Brian Monahan, SVP of retail media at Albertsons Media Collective.
“Branded storytelling stops feeling like advertising and starts feeling like culture. Our stores are the stage, our shoppers inspire the content, and our insights help guide effective storytelling. Albertsons Media Collective isn’t just a place to run an ad. It’s where branded entertainment can be built on shopper truth and brought to life inside the aisles where it sells.”
[RELATED: Albertsons Deploys AI Vision Tool To Boost Produce Consistency Across DCs]