LUBBOCK, TX & NEW YORK, NY - United Supermarkets is bringing back its 28-Day Challenge campaign to the United Supermarkets, Albertsons Market, Market Street, and Amigos banners starting January 1, 2026. The program, first launched in January 2023 and repeated in 2025, features a series of interactive games and actions linked to customers’ Rewards! loyalty accounts. The program, which is much loved by shoppers, was designed by United’s health-and-wellness team to help users meet their wellness goals. The program was developed in partnership with TCC Global, a leading loyalty solution provider.
“The 2026 28-Day Challenge creates incentives for our guests to make better health and wellness decisions during the campaign and throughout the year, because we want each of them to shop with us for many years to come. We’ve added a few elements to the program to help participants reach their goals while rewarding them for achieving their milestones,” said Tony Crumpton, CMO, VP at United Supermarkets, in the recent release.
In 2025, the 28-Day Challenge saw significant increases in shopper participation, with 40% more users and more than three times the number of challenges completed than in the previous year.
The 2026 Campaign, which includes even more new challenges to promote exercise and healthy eating, also has an AI component for task tracking. United Supermarkets guests can upload an image for proof of action, like an image of an exercise duration tracker. Participants can also upload images of meals when they are adding different colored vegetables to their diet. Each activity rewards United guests with valuable discounts or sweepstakes entries. In the stores, customers in certain markets are even able to meet with one of the retailer’s registered dietitians.
“It’s gratifying to work with a retailer so dedicated to the well-being of their customers that they create and promote a marketing campaign like the 28-Day Challenge,” said Julie Lyle, President of North America for TCC Global. “TCC is committed to helping United Supermarkets build on the success of the last two challenges and ensure the 2026 program is even more impactful.”
