United Supermarkets has relaunched its popular 28-Day Challenge for 2026, bringing the health-focused loyalty campaign back to its United Supermarkets, Albertsons Market, Market Street, and Amigos banners beginning January 1.
Originally introduced in 2023 and relaunched in 2025, the program is closely tied to customers’ Rewards! loyalty accounts and was developed by United’s health and wellness team in partnership with TCC Global. The initiative is designed to encourage healthier habits through interactive games and goal-based challenges that resonate strongly with shoppers.
According to CMO and Vice President of United Supermarkets, Tony Crumpton, “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.”
The program’s impact has been growing steadily, with participation increasing by 40% in 2025, as shoppers completed more than three times as many challenges compared to the previous year.
This year’s challenge introduces more activities centered on exercise and nutritious eating, along with an AI-powered task-tracking feature.
Participants can upload images as proof of action, such as fitness tracker screenshots or photos of meals featuring a variety of vegetables, and earn rewards like discounts or sweepstakes entries. In select markets, customers can also meet with registered dietitians in-store.
TCC Global President North America, Julie Lyle, said, “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. 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.”
Learn more about United Supermarkets Rewards! Program here.