When P&G and Albertsons set out to deepen their partnership, they saw an opportunity to do more than activate media they set out to reimagine how brands connect with shared consumers. P&G was exploring episodic, social-first video formats to drive growth in key markets. Albertsons Media Collective was expanding video capabilities across owned and in-store environments. By bringing these ambitions together grounded in rich shopper insights the partners co-created Rico’s Tacos, a scripted miniseries designed to engage audiences across the full path to purchase. The campaign blended storytelling, culture, and commerce featuring real stores, real associates, and real shopper context to bring the narrative to life.
Join Lela Coffey (P&G), Brian Monahan (Albertsons Media Collective), and Actor, Producer, and Co-Founder of Minivela, Carlos Ponce for a conversation on how the project came together, what each partner contributed, and what it signals about the future of retail media.
