LUBBOCK, Texas, and NEW YORK, N.Y. — United Supermarkets has relaunched its 28-Day Challenge loyalty campaign on January 1, 2026, encouraging shoppers to turn their New Year wellness resolutions into rewards across the United Supermarkets, Albertsons Market, Market Street, and Amigos banners.
Now in its third year, the campaign includes interactive games and activities linked to customers’ Rewards! loyalty accounts. First launched in January 2023 and repeated in 2025, the program was created by United’s health and wellness team in collaboration with TCC Global to promote healthier shopping and lifestyle habits.
“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 vice president at United Supermarkets. “We’ve added new elements to help participants reach their goals while rewarding them for achieving milestones.”
Momentum from last year’s program set the stage for expansion. In 2025, participation rose 40 percent year over year, with more than three times as many challenges completed as in the prior iteration.
The 2026 campaign adds new challenges focused on exercise and healthy eating, along with an AI-enabled task-tracking component. Guests can upload images as proof of activity, such as exercise duration trackers or photos of meals featuring different colored vegetables. Each completed activity earns discounts or sweepstakes entries. In select markets, shoppers can also meet in-store with one of the retailer’s registered dietitians.
“It’s gratifying to work with a retailer so dedicated to customer wellbeing that they create and promote a campaign like the 28-Day Challenge,” said Julie Lyle, president, North America, at TCC Global. “We are committed to building on the success of the past two programs to make the 2026 challenge even more impactful.”
United Supermarkets operates as part of The United Family, a Texas-based grocery organization serving communities across Texas and New Mexico, and is a wholly owned subsidiary of Albertsons Companies.
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