Albertsons and P&G Turn Branded Entertainment Into a Retail Growth Strategy

Albertsons Companies‘ branded entertainment initiative Rico’s Tacos continues to build momentum, earning national attention as retailers increasingly turn to original content to engage consumers beyond traditional advertising.

The latest milestone came with a feature on NBC’s Today, where correspondent Kaylee Hartung explored how supermarkets are becoming content creators by producing original entertainment designed to showcase products and strengthen customer engagement.

The segment highlighted Rico’s Tacos, Albertsons’ scripted mini-series developed in collaboration with Procter & Gamble. The series combines short-form storytelling with an omnichannel shopping experience, teasing episodes through QR codes displayed in stores that direct shoppers to the retailer’s app, where they can watch one- to two-minute installments.

The Today feature reinforces the growing industry attention surrounding the project. Coverage first gained momentum with The Wall Street Journal and has since expanded across leading business, retail, marketing, and entertainment outlets, positioning Rico’s Tacos as a standout example of how brands and retailers are redefining customer engagement through entertainment.

As retailers look for new ways to connect with consumers, branded content is emerging as a strategic marketing tool that extends beyond the traditional advertising model. By blending storytelling with commerce, Albertsons and Procter & Gamble are demonstrating how entertainment can become part of the shopping journey while creating new opportunities for brands to build deeper relationships with audiences.

The continued recognition of Rico’s Tacos reflects a broader shift in retail marketing, where original content is increasingly being used to drive engagement, strengthen brand affinity, and connect with consumers in culturally relevant ways.