P&G and Albertsons launch short-form series in stores to link content with shopper behavior.

Procter & Gamble and Albertsons have teamed up to create a short-form scripted series called Rico’s Tacos, which will be shown across Albertsons’ digital, social, and in-store channels starting June 23. This initiative tests whether a retailer with direct shopper data and control over the store environment can act as a content studio, connecting viewer attention directly to purchase behavior through episodes, store screens, QR codes, apps, and loyalty offers. The approach revives P&G’s historic branded entertainment strategy, now adapted for modern retail media networks. The success hinges on producing engaging stories that integrate seamlessly with the shopping experience, shifting power toward retailers who own the audience and purchase data.