P&G And Albertsons Are Turning The Grocery Aisle Into A Studio
Key takeaways
- Media P&G And Albertsons Are Turning The Grocery Aisle Into A Studio By Maureen Kerr,
- Forbes contributors publish independent expert analyses and insights.
- Shopper and mobile phonegettyProcter & Gamble helped give the soap opera its name.
Media P&G And Albertsons Are Turning The Grocery Aisle Into A Studio By Maureen Kerr,
Forbes contributors publish independent expert analyses and insights. Maureen Kerr covers AI, media and entertainment economics.Follow Author Jun 22, 2026, 03:55am EDTJun 22, 2026, 03:58am EDT--:-- / --:--This voice experience is generated by AI. Learn more.This voice experience is generated by AI. Learn more.Summary Procter & Gamble, which helped create branded entertainment through 1930s radio soap operas, is returning to the form with Albertsons. Their short-form scripted series, Rico’s Tacos, will run across Albertsons’ digital, social and in-store channels. The test is whether a retailer with shopper data, loyalty relationships and control of the store environment can become a content studio. The commercial aim is to connect attention to purchase behavior through short episodes, store screens, QR codes, app viewing and loyalty offers. The risk is that the series becomes a product catalog with a plot. The larger shift is clear: the party closest to the purchase is moving into the content business.
Shopper and mobile phonegettyProcter & Gamble helped give the soap opera its name. In the 1930s, the company put its products inside daytime radio dramas and turned storytelling into a way to sell household goods.