Retail / news
Albertsons launches 'micro sitcom' branded entertainment with Procter & Gamble for retail media
In June, Albertsons Media Collective and Procter & Gamble debuted "Rico's Tacos," a 22-episode micro drama series airing on in-store screens, the e-commerce platform, and social media.
The series, produced by Minivela, follows a multigenerational Southern California family building a taco business at a stand outside an Albertsons store near Venice Beach. Each episode runs under three minutes, designed for quick consumption during shopping trips.
Albertsons and P&G developed the concept using shopper insights to create content that resonates with retail audiences. Minivela, which specializes in short-form content for U.S. Hispanic viewers, previously produced similar work for Verizon and Warner Bros. Pictures.
The episodes appear on screens inside Albertsons stores, through the retailer's e-commerce site, and on social media platforms. The campaign marks the first episodic scripted branded entertainment from Albertsons Media Collective.
Brian Monahan, senior vice president of retail media at Albertsons Media Collective, said the series shows that "retail media is growing up and commanding the space it occupies." Retail media executives have cited the investment as a sign of major brand confidence in custom content distributed through retail channels.