United Supermarkets Launches Loyalty Campaign to Help Shoppers Keep their New Year’s Wellness Resolutions

Third annual fitness challenge rewards United shoppers with a wide selection of savings and prizes

LUBBOCK, Texas & NEW YORK--(BUSINESS WIRE)--United Supermarkets brought back its “28-Day Challenge” campaign to the United Supermarkets, Albertsons Market, Market Street and Amigos banners on January 1, 2026. The program, first launched in January 2023 and repeated in 2025, features a series of interactive games and actions linked to customers’ Rewards! loyalty accounts. The program, which is much loved by shoppers, was designed by United’s health-and-wellness team to help users meet their wellness goals. The program was developed in partnership with TCC Global, a leading loyalty solution provider.

“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,” said Tony Crumpton, CMO, VP at United Supermarkets.

In 2025, the 28-Day Challenge saw significant increases in shopper participation, with 40% more users and more than three times the number of challenges completed than in the previous year.

The 2026 Campaign, which includes even more new challenges to promote exercise and healthy eating, also has an AI component for task tracking. United Supermarkets guests can upload an image for proof of action, like an image of an exercise duration tracker. Participants can also upload images of meals when they are adding different colored vegetables to their diet. Each activity rewards United guests with valuable discounts or sweepstakes entries. In the stores, customers in certain markets are even able to meet with one of the retailer’s registered dietitians.

“It’s gratifying to work with a retailer so dedicated to the wellbeing of their customers that they create and promote a marketing campaign like the 28-Day Challenge,” said Julie Lyle, President 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.”

About The United Family^®

In its 109^th year of operation, United Supermarkets, LLC – d.b.a. The United Family® – is a Texas-based grocery chain with stores in 54 communities across Texas and New Mexico. A self-distributing company with headquarters and distribution centers in Lubbock, The United Family currently operates 99 retail grocery stores under four unique banners: United Supermarkets, Market Street, Amigos, and Albertsons Market. It also operates 40 convenience stores under three unique banners: United Express, Market Street Express, and Albertsons Market Express. The United Family also includes ancillary operations R.C. Taylor Distributing, USM Manufacturing, and Llano Logistics. The company is a wholly-owned subsidiary of Albertsons Companies, Inc. For more information, please visit www.theunitedfamily.com.

About TCC Global

TCC Global is a multinational marketing company specializing in creating loyalty platforms and campaigns that change the way shoppers think, act and feel. In a fast-paced retail environment which continues to be disrupted by increasing consumer choice, technology and innovation, customer loyalty remains a significant driver as the link between emotional resonance and transactional reward.