Albertsons & P&G Debut Taco-Themed Comedy Series for Grocery Shoppers
Procter & Gamble (P&G) has partnered with Albertsons Media Collective to launch 'Rico's Tacos', a 20-episode comedy series that debuted at Cannes Lions 2026. The show follows a multigenerational Southern California family running a taco stand, incorporating P&G brands like Bounty and Head & Shoulders into storylines about grocery shopping occasions.
The series originated from data-driven insights gathered by Albertsons and P&G, who identified growth audiences and relevant use cases before developing creative concepts. The show's 25 different reasons for going grocery shopping are embedded directly into the storylines, such as a Taco Tuesday crisis or treating oneself to shampoo.
Albertsons plans to evaluate the series using its standard incrementality methodology, linking exposure to purchases and measuring lift. The in-store component will feature smart screens with snippets of the show playing with closed captions and QR codes.
The initiative arrives as U.S. omnichannel retail media is projected to generate $71.67 billion in 2026, according to eMarketer. Albertsons' SVP Brian Monahan positioned Rico's Tacos as an addition to existing retail media tactics rather than a replacement.