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JULY 27, 2026 |
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Albertsons is partnering with Procter & Gamble on "Rico's Tacos," a micro-drama series that marks a strategic shift in retail media from traditional item-and-price advertising to upper-funnel content marketing. |
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"Retail media is the only media transaction where the objective of the buyer and the seller is the same," said Brian Monahan, senior vice president of Albertsons Media Collective. "We're both trying to grow our shared business, and that should unlock a whole bunch of marketing programs and tactics and strategies beyond what we do today." |
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The collaboration emerged from executive strategy meetings where both companies applied consumer insights and shopper data to identify growth opportunities in the Hispanic market segment. The result is a modern take on the soap opera format, delivered as short-form, creator-style vertical video content. |
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How the partnership came together |
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The initiative targets Hispanic consumers through a multigenerational Southern California family running a taco stand outside an Albertsons store. Three P&G brands participate in the series: Bounty paper towels, Vicks VapoRub, and Head & Shoulders shampoo. |
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The content strategy relies on combining P&G's consumer insights with Albertsons' shopper data. |
"The folks at Procter & Gamble are incredible marketers. They understand consumer insights, market trends, market dynamics," Monahan said. "We bring a lot of shopper insights, like why do people go to the grocery store, what do they put in the basket, what does that trip look like." |
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Amazon appears poised to surpass Costco as the second-largest US consumer-packaged goods retailer after gaining 1.0 percentage point of CPG dollar share over the 12 months ended June 30, 2026, per Numerator. It now accounts for 8.1% of CPG sales over that period, just behind Costco at 8.2%. |
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Amazon and Whole Foods combined increased share by 150 basis points, from 6.6% in the 12 months ended June 30, 2024, to 8.1%. Amazon’s share gains accelerated in the most recent 12 months.
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Over the same period, Costco’s share increased 80 basis points, from 7.4% to 8.2%.
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Walmart remains the dominant CPG retailer in the US, but its share has been relatively flat, edging down from 20.9% to 20.8% over that period. |
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