By Peter Adams
Source: Marketing Dive
Shopper insights played a key role guiding the development of “Rico’s Tacos,” which follows a widowed father, his daughter and her combat fatigues-sporting grandmother as they try to start a taco business. Along their journey, the narrative touches on themes like identity, resilience and legacy.
“What makes this collaboration notable is that the creative was developed with Albertsons Cos. using shopper insights at the outset, rather than applying data only after the work is made,” said Lela Coffey, vice president of user growth acceleration at P&G, in a press statement. “That creates a closer link between the story, the audience and the commercial outcome.”