Albertsons Media Collective has launched an industry-first episodic, scripted branded entertainment model co-developed with Procter & Gamble, with the Minivela drama Rico's Tacos set to premiere June 23. The model allows brands to co-create content using Albertsons Companies' shopper insights and P&G's consumer knowledge from the outset, rather than applying data after creative is complete. The series, filmed in Albertsons stores with real associates, will be distributed across the retailer's YouTube, social, and in-store platforms, with new episodes weekly through August. Albertsons Media Collective plans to scale similar campaigns across additional series, formats, and brand collaborations, positioning retail media as a place where branded entertainment is built on shopper truth and brought to life inside the aisles.
Albertsons CompaniesAlbertsons Media Collective launches a new branded entertainment model co-developed with P&G, which can attract more brand partners and increase retail media revenue.
Procter & Gamble CompanyP&G co-develops a new advertising model with Albertsons, potentially enhancing its consumer engagement and marketing effectiveness.