Quality Food Centers has launched its third consecutive MasterChef loyalty campaign, this time offering MasterChef Onyx Knives exclusively to shoppers at the Kroger banner’s 58 Pacific Northwest supermarkets.
During the promotion, which started Nov. 4 and runs through Feb. 23, 2027, QFC shoppers collect one digital point for every $10 spent in store or online, tracked automatically in the app and at checkout. They can redeem free knives starting at 30 points through March 9 at all locations. The campaign, themed “Master the Cut. Master the Kitchen,” builds on QFC’s collaborations with loyalty company TCC Global and the “MasterChef” television franchise, following last year’s food storage campaign.
Customer response prompts campaign’s return
“We were grateful for the positive response to last year’s campaign and the feedback we received from our QFC customers who wanted to see more programs like it,” said Brent Stewart, president of QFC. “This partnership allows us to thank our shoppers with rewards that are both practical and relevant to the meals they prepare at home every day.”
The Onyx collection features matte-black, hollow-ground non-stick blades with weighted ergonomic handles, with a wooden knife block sold separately. MasterChef Season 12 All-Star finalist Michael Silverstein will support the campaign with cooking inspiration and knife-skills content on digital and social channels.
“Moving from food storage to a premium MasterChef Onyx Knife Collection reflects the confidence QFC has in its shoppers and the appetite those shoppers have shown for aspirational, chef-grade rewards,” said Rick Swinkels, CEO of TCC Global.
QFC said most participants in the 2025 food storage campaign reported an improved view of the banner and more frequent store visits.
Bellevue, Washington-based QFC operates 58 stores in western Washington and northwestern Oregon.
TCC Global, a loyalty marketing company of more than 35 years, works with retailers including Albertsons, United Supermarkets, Woolworths, Sobeys and Aldi.