Albertsons brings scripted entertainment to its retail media network
Albertsons wants its grocery stores to be more than places where shoppers stock up before entertaining — thanks to the addition of its own scripted branded entertainment to the grocer’s retail media network. Albertsons Media Collective is moving beyond traditional ads and into story-driven entertainment. The retail media arm of Albertsons Companies launched what it […] The post Albertsons brings scripted entertainment to its retail media network appeared first on Digital Commerce 360.
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Albertsons wants its grocery stores to be more than places where shoppers stock up before entertaining — thanks to the addition of its own scripted branded entertainment to the grocer’s retail media network. Albertsons Media Collective is moving beyond traditional ads and into story-driven entertainment.
The retail media arm of Albertsons Companies launched what it calls an industry-first branded entertainment model. Albertsons co-developed the concept with Procter & Gamble, using shopper data to shape original scripted content. The first project, a drama created with the content development studio Minivela, is called “Rico’s Tacos.”
It was filmed inside Albertsons stores and is scheduled to debut June 23. Albertsons is No. 17 in the Top 2000 Database. The database ranks North America’s top online retailers by their annual ecommerce sales. It owns and operates its namesake store, Albertsons.
In addition, its portfolio encompasses the brands Carrs, Haggen, Jewel Osco, Lucky, Safeway and more. Charts & Data Digital sales guide growth in Albertsons Q4, full-year 2025 Abbas Haleem | Apr 14, 2026
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