The First Retail Media Campaign Built Like Entertainment, Powered by Insights

What happens when shopper intelligence shapes creative from the very beginning - not after it’s made? You get something entirely new.

At Albertsons Media Collective, brands can combine our rich shopper insights and extensive store footprint with their own performance data to co-develop creative built around real customer behavior.

In collaboration with Procter & Gamble, Albertsons Media Collective has introduced a new, industry-first offering - an episodic branded entertainment model powered by powerful shopper insights and designed to activate across every stage of the consumer journey.

Rico’s Tacos brings this model to life - an insight-driven campaign where story, retail, and distribution are built together to drive measurable engagement and sales, while connecting with the everyday moments that shape shopper decisions. The result is content that feels less like advertising and more like something people genuinely care about.

This is retail media reimagined: not just a place to run ads, but a platform to create content that performs.

Built Together. Built for Results.

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The brand brings the creative vision

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The Collective applies shopper intelligence



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Co-develop creative

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The Collective produces and distributes

Co-Creating a Campaign Built for Results

Through close collaboration from the outset, P&G, The Collective, and Albertsons Companies. co-created a tailored campaign - Rico’s Tacos, a Minivela series - designed to drive engagement and full-portfolio sales.

The creative and strategy were shaped by a combination of known shopper needs and key missions, brand performance insights, and Albertsons’ deep expertise in shopper behavior and category purchasing patterns.

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“The brands that will win are the ones that connect with shoppers in relevant, everyday moments. What makes this collaboration notable is that the creative was developed with Albertsons Cos. using shopper insight 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.”

Lela Coffey
Vice President, User Growth Acceleration at Proctor & Gamble

Bringing Shopper Stories to Life

Most brand creative isn’t built for the people it’s trying to reach. Filmed inside Albertsons Companies stores and featuring real associates alongside the cast, the series is grounded in the authentic communities reflected in Albertons’ shopper insights.

Rico’s Tacos, a short-form “Minivela” series, is set in a Southern California neighborhood near Venice Beach. Designed for mobile viewing, each 1–2 minute episode follows a family building a taco business - bringing to life stories that reflect the real experiences of Albertsons shoppers.

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Where Entertainment Becomes Commerce

Branded entertainment is the latest addition to a connected suite of capabilities designed to drive growth across the entire shopper journey. From display and video to in-store digital signage, sponsored search, off-site media, and Collective TV, this fully integrated strategy is enhanced by the power of storytelling.

Rico’s Tacos brings that strategy to life across every touchpoint—engaging shoppers, building brand affinity, and inspiring purchase throughout the journey. The campaign leveraged creative built for the customer the data describes and distributed where they already are.

Brian Monahan

“Retail media is evolving beyond placements toward work that drives brand love, commerce and measurement. With aggregated shopper insights that shape the creative and evaluate performance, brands have a clearer view of what is resonating with their customers and what is driving results. Branded storytelling stops feeling like advertising and starts feeling like culture.”

Brian Monahan
SVP Retail Media, Albertsons Media Collective

Where Your Brand Connects with Shoppers

We understand how and where people shop for your brand. Our solutions ensure you meet consumers when and where it matters most, helping to nurture loyalty and lasting impact.