United Supermarkets is relaunching its 28-Day Challenge health-and-wellness campaign across its United Supermarkets, Albertsons Market, Market Street and Amigos banners.
The interactive program, which debuted in 2023 and returned in 2025, is designed to encourage healthier shopping and lifestyle habits through a series of games and activities linked to customers’ Rewards! loyalty accounts. Developed by United’s health-and-wellness team in partnership with TCC Global, the campaign rewards participants with discounts and sweepstakes entries for completing wellness-focused challenges.
“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,” said Tony Crumpton, CMO and VP at United Supermarkets. “We’ve added a few elements to the program to help participants reach their goals while rewarding them for achieving their milestones.”
The campaign has continued to gain traction with shoppers. In 2025, United reported a 40 percent increase in participation, along with more than three times the number of challenges completed compared with the prior year.
For 2026, the retailer has expanded the program with additional challenges focused on exercise and healthy eating, along with new AI-enabled task tracking features. Participants can upload images to verify completed actions, such as screenshots of exercise duration trackers or photos of meals featuring a variety of vegetables. Each verified activity earns rewards tied to the loyalty program.
In select markets, shoppers also will have opportunities to meet with United Supermarkets’ registered dietitians, adding an in-person educational component to the digital campaign.
“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.”
United Supermarkets said the program reflects its broader commitment to long-term customer wellness and engagement, combining digital innovation with in-store expertise to support healthier choices year-round.
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