The news: Procter & Gamble teamed up with Albertsons Media Collective on a branded, scripted microdrama, “Rico’s Tacos,” which viewers can watch in-store or on Albertsons’ YouTube and social channels starting June 23.

The format marks the debut of a new Albertsons Media Collective ad offering that enables advertisers to develop episodic, scripted branded entertainment using the retailer’s shopper data and insights, which is then distributed across the retail media network’s platform.

How it works: Each one- to two-minute episode of Rico’s Tacos will feature both companies heavily. The show was filmed in Albertsons stores with real store employees; a sizzle reel released by the company included placements for Bounty paper towels, Head & Shoulders shampoo, and Vicks VapoShower. Episodes are built around 25 different types of typical visits to Albertsons stores as identified by the retailer’s own data.

Albertsons will air 15-second teasers on screens in strategic locations, including store entrances, meat and seafood counters, and outdoor refueling stations. Shoppers who want to see the full episode will be directed to scan a QR code, which leads to Albertsons’ app.

Success will be measured by comparing sales in locations where the show is played and those where it isn’t, as well as tracking how many people visit the app to watch entire episodes and make purchases, Brian Monahan, senior vice president of Albertsons Media Collective, told The Wall Street Journal.

Implications for retail media: Microdrama viewership, while small, is growing fast: We expect the number of US consumers who consume the format to more than double by 2028, reaching 10.8 million. Most engagement occurs on dedicated platforms like ReelShort and DramaBox or on social platforms like TikTok and Instagram.

As the first retail media network to tap into the format’s rising popularity and commercial potential, Albertsons may have an early mover advantage—although it also has the difficult job of proving ROI, which is already a major challenge for in-store retail media. Getting shoppers to engage with the material enough to make a purchase could also be difficult, although featuring the show in areas where customers typically wait could boost viewing figures and incremental purchases.

The new ad format could also herald a broader shift in how advertisers collaborate with retail media networks. Albertsons is hoping to become not just a place where brands buy ad placements but also a creative partner that enables companies to develop engaging, effective content.