P&G and Albertsons Launch Rico’s Tacos Branded Series June 23
PG•Procter & Gamble has partnered with Albertsons Media Collective to co-develop a scripted branded entertainment series, Rico’s Tacos, built on shopper insights and entertainment expertise. The series debuts June 23 on Albertsons’ YouTube, social and in-store platforms, with weekly episodes through August and episode premiere at the Cannes Lions festival.
1. Partnership and Model
Procter & Gamble teamed with Albertsons Media Collective to create a pay-for-performance branded entertainment model, co-developing Rico’s Tacos to blend scripted storytelling with retail media placements. P&G contributed consumer insights and creative expertise while Albertsons provided shopper intelligence, in-store production capabilities and its retail media network.
2. Series Launch Details
Rico’s Tacos launches June 23, with episodes airing on Albertsons’ YouTube channel, social media and in-store screens. New installments will roll out weekly through August, and one episode will premiere at the Cannes Lions festival to showcase the format’s creative potential.
3. Strategic Rationale
The initiative leverages attention metrics and measurable outcomes to drive product movement, reflecting a shift toward content-driven retail advertising. By embedding narrative content in shopping environments, both companies aim to deepen consumer engagement and track incremental sales lift.
4. Future Implications
New Ipsos research on creative quality will debut at Cannes to guide future retail media investments. Success metrics from this series could inform P&G’s broader media strategy and encourage CPG peers to adopt similar branded entertainment tactics.
