Albertsons' (ACI) Media Collective arm launched a new tool for brands at its retail media network that includes episodic, scripted entertainment distributed on its platform, the company said Wednesday.

Through Albertsons Media Collective, brands can test marketing their ideas using shopper insights, the company said.

Procter & Gamble (PG) is a co-development partner for the initiative and is helping produce the first drama series, called Rico's Tacos and consisting of a number of one or two-minute episodes, the company said.