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Albertsons Media Collective has unveiled a new branded entertainment model: episodic, scripted branded entertainment co\u2011created with retailer shopper intelligence and distributed across the Albertsons Media Collective platform.<\/p>\n
Procter & Gamble is the strategic co\u2011development partner for the inaugural work, a Minivela drama titled\u00a0Rico\u2019s Tacos<\/em>, launching June 23.<\/p>\n \u201cThe brands that will win are the ones that connect with shoppers in relevant, everyday moments,\u201d said Lela Coffey<\/a>, VP of user growth acceleration at P&G.<\/p>\n \u201cWhat 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.\u201d<\/p>\n Rico\u2019s Tacos<\/em> is set in a Southern California neighborhood near Venice Beach. Designed for mobile viewing, each 1\u2011to\u20112\u2011minute 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\u2011created and filmed at Albertsons Cos. stores featuring real in\u2011store associates, with production partner Brilla Media.<\/p>\n \u201cThe idea for Rico\u2019s Tacos emerged directly from the shopper insights and cultural intelligence shared by Albertsons Companies and P&G,\u201d said Manny Ruiz, CEO of Minivela and showrunner of\u00a0Rico\u2019s Tacos<\/em>.<\/p>\n \u201cThose 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\u2019ve created a new model for developing and distributing original content.\u201d<\/p>\n The series launches June 23 on Albertsons Cos.\u2019 YouTube, social, and in\u2011store platforms, with new episodes dropping weekly through the end of August. An episode will also premiere at the Cannes Lions International Festival of Creativity.<\/p>\n \u201cRetail media is evolving beyond placements toward work that drives brand love, commerce and measurement,\u201d said Brian Monahan, SVP of retail media at Albertsons Media Collective.<\/p>\n \u201cBranded 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\u2019t just a place to run an ad. It\u2019s where branded entertainment can be built on shopper truth and brought to life inside the aisles where it sells.\u201d<\/p>\n [RELATED:<\/strong> Albertsons Deploys AI Vision Tool To Boost Produce Consistency Across DCs<\/a>]<\/p>\n <\/p>\n \t\t\t\t\t For More Albertsons News, View Our Albertsons News Page <\/h3>\n
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