Grocery Aisles Turn into TV Sets with New Mini Series

A bold experiment by a major consumer brand has turned supermarket aisles into a stage for short, branded dramas.
The series—Rico’s Tacos—runs on digital screens in over 2,000 stores. Each episode lasts just one to two minutes and follows a family that starts a taco business while living inside the store.

• Real staff as actors
  The performers are actual employees, adding authenticity to the scenes that unfold on shelves and counters.

• Strategic placement
  Screens are positioned near entrances or high‑traffic zones to capture shoppers’ attention.

• Seamless integration
  Every screen displays a QR code that redirects viewers to the store’s app, where they can binge‑watch full episodes.
  New installments are also posted weekly on the brand’s YouTube channel and social media feeds.

Why It Works

• Short, engaging content
  Retailers increasingly use bite‑size clips to keep shoppers entertained while they queue or browse.

• Consumer openness
  Research indicates that shoppers are receptive to brief, branded content when they have a moment to spare.

• Creative showcase
  The series debuted at the Cannes Lions Festival, highlighting its innovative marketing approach.

• Product placement
  Everyday household items—paper towels, cleaning supplies, staples—are woven into the storyline, demonstrating natural usage.

Future Horizons

The partnership between the retailer and the consumer goods company plans to expand beyond this pilot.
Potential next steps include:

• More serialized content that blurs the line between shopping and viewing.
• Transforming the store into a hybrid media environment where retail and entertainment coexist.