Albertsons enables advertisers to create scripted branded content
Albertsons Companies Inc. is offering a new type of promotional format to advertisers participating in its retail media network.
The grocery conglomerate’s Albertsons Media Collective retail media arm is now allowing brands to develop a creative idea and integrate their Albertsons retail performance insights and shopper and category buying patterns into the content.
CPG giant Procter & Gamble (P&G) is the strategic co-development partner for the inaugural work under this model. Alberstons co-created and filmed a drama, “Rico’s Tacos,” with P&G and its production partner Brilla Media on the Minivela media platform.
Albertsons contributed its shopper intelligence, retail media network and in-store production environment, while P&G leveraged its consumer knowledge and entertainment expertise.
“Retail media is evolving beyond placements toward work that drives brand love, commerce and measurement,” said Brian Monahan, senior VP retail media at Albertsons Media Collective. “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. Our stores are the stage, our shoppers inspire the content, and our insights help guide effective storytelling.”
The Minivela series, “Rico’s Tacos,” is set in a Southern California neighborhood near Venice Beach. Designed for mobile viewing, each one-to-two-minute episode follows a widowed father, his teenage daughter and her grandmother as they build a family taco business.
The series launches June 23 on Albertsons’ YouTube, social, and in-store platforms, with new episodes dropping weekly through the end of August. An episode will also premiere at the Cannes Lions International Festival of Creativity in France.
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“The brands that will win are the ones that connect with shoppers in relevant, everyday moments,” said Lela Coffey, VP, user growth acceleration at P&G. “What 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.”
Albertsons Media Collective and Albertsons Cos. plan to scale similar campaigns across additional series, formats and brand collaborations in the months ahead.
As of Feb. 28, 2026, Boise, Idaho-based Albertsons Companies operated 2,244 retail stores with 1,713 in-store pharmacies, 405 associated fuel centers, 22 dedicated distribution centers and 19 manufacturing facilities.
The company operates stores across 35 states and the District of Columbia under 22 banners including Albertsons, Safeway, Vons, Jewel-Osco, Shaw's, ACME, Tom Thumb, Randalls, United Supermarkets, Pavilions, Star Market, Haggen, Carrs, Kings Food Markets, and Balducci's Food Lovers Market.
