Texas-headquartered grocery chain United Supermarkets is relaunching its interactive ‘28-day challenge campaign’ for the New Year.

The campaign features a month of initiatives for customers who want to keep track of their fitness and wellness progress.

United Supermarkets currently operates 99 retail grocery stores under four banners: United Supermarkets, Market Street, Amigos, and Albertsons Market.

Starting this week, the initiative features a series of interactive games and actions linked to customers’ Rewards! Loyalty accounts, including initiatives such as promoting healthier eating and mindfulness habits, and improving overall nutrition.

By completing activities promoted by the initiative, customers can win prizes of up to $500.

The programme also features content aimed at supporting Rewards! Members, including articles, quizzes, and a series of dietitian-created videos to promote products and recipes.

The promotion was developed in partnership with loyalty programme solution provider TCC Global.

The move comes after the retailer recorded positive feedback from its 2024 campaign, said Tony Crumpton, chief marketing officer at United Supermarkets.

“Most of us start the new year with a fresh set of goals for our lives and the 28-Day Challenge was created to help our guests make progress in their efforts on their journey to health,” he added.

The chief marketing officer also emphasised the importance of health and wellness as an increasingly important marketing focus for the supermarket chain.

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