United Supermarkets has once again brought its 28-Day Challenge campaign to the United Supermarkets, Albertsons Market, Market Street and Amigos banners this month. The initiative, first introduced in January 2024, features interactive games and actions linked to customers’ Rewards! loyalty accounts that the retailer’s registered dietitian created to help users establish realistic wellness goals. United Supermarkets developed the promotion with multinational loyalty program solution provider TCC Global. 

“Most of us start the new year with a fresh set of goals for our lives, and the 28-Day Challenge was created to help our guests make progress in their efforts on their journey to health,” said Tony Crumpton, CMO at Lubbock, Texas-based United Supermarkets. “We had great feedback from a successful campaign in 2024, so the new 28-Day Challenge is even better and can be more impactful on that journey.”

The challenge offers activities that help customers track their fitness and wellness progress, establish healthier eating and mindfulness habits, and improve overall nutrition. Each completed game or activity enters the customer into the campaign’s $500 grand prize. There’s also a wide range of content resources available to support Rewards! members, among them articles, quizzes, and dietitian-created videos to tell customers about new products and recipes.

“Health and wellness are an increasingly important marketing element in the supermarket channel, and programs like the 28-Day Challenge reflect that trend,” noted Rick Swinkels, CEO of New York-based TCC Global. “The team at TCC is honored to collaborate with United Supermarkets in the development of such an impactful campaign that can literally change customers’ lives for the better.”