P&G Partners With Albertsons for Media Campaign Supported By Shopper Insights

Procter & Gamble is participating in a mini-series shaped using a combination of retailer shopper intelligence and brand insights.

The media campaign is supported by production partner Brilla Media and Albertsons Cos. retail media arm, Albertsons Media Collective (AMC), which in June unveiled a model for data-driven episodic, scripted content. According to Albertsons, the series was developed with data during the creative development phase, a departure from traditional approaches where audience data is typically applied after content is produced.

Lela Coffey, vice president of user growth acceleration at P&G, said this creates a "closer link between the story, the audience and the commercial outcome."

The initiative debuted with "Rico's Tacos," a mobile-first "Minivela" drama series that launched June 23 across Albertsons' YouTube, social media and in-store touchpoints.

Rico's Tacos follows a widowed father, his teenage daughter and her grandmother as they build a family taco business in Southern California. Episodes are designed for mobile viewing and run one to two minutes each, with new installments rolling out weekly through August. The Minivela also features real Albertsons in-store associates.

The move signals a broader evolution for retailer media networks, positioning first-party shopper intelligence not only as a tool for targeting and attribution but also as a creative input for content development.

The concept also aligns with a growing industry focus on commerce media experiences that blend content, culture and shopping. 

A version of this article first appeared on the site of CGT sister publication P2PI.