TCC || United Supermarkets' New Loyalty Program Helps Shoppers

Cases

United Supermarkets' New Loyalty Program Helps Shoppers Save Money, Reduce Food Waste

How tcc helped United Supermarkets, a division of Albertsons Companies, drive a 4% sales increase across stores through the MasterChef Fresher for Longer loyalty campaign by creating excitement in stores and driving digital engagement.

Campaign Objectives:

Boost profitable sales
Enhance digital engagement
Differentiate from competitors

United Supermarkets, including Albertsons Market, Market Street, and Amigos, launched a loyalty program where customers earned digital stamps redeemable for MasterChef Food Storage products. From October 11, 2023, to January 16, 2024, Rewards! members received one digital stamp for every $10 spent. These stamps could be redeemed for containers valued between $7.99 and $18.99, available in seven sizes.

The campaign included a daily digital mobile game through United apps and websites, offering instant prizes, bonus stamps, and entries into a sweepstakes. The grand prize was a three-course dinner for six, prepared by MasterChef contestant Bri Baker, with all costs covered.

Conclusion:

The "Fresher for Longer" campaign successfully met its goals, showing United Supermarkets' commitment to value and sustainability.

Customer-Centric Initiatives in Action

“The United Family of Stores is known for its outstanding fresh offering and overall value to our guests,” noted Tony Crumpton, United’s Chief Merchandising/Marketing Officer. “Providing MasterChef Food Storage containers for free as a reward for shopping supports our core value proposition in both of those areas. Guests appreciate that we are providing a high-quality reward that helps them save money while reducing food waste.”

Innovative Campaigns That Address Consumer Needs

“The Fresher for Longer campaign was brilliant positioning by United,” said Dan Dmochowski, president of North America for New York-based tcc Global. “In an inflationary environment with rising interest rates, consumers are looking for ways to save money and stretch their food dollars. Linking these needs to the environmental concern of reducing food waste shows that United really understands and appreciates their loyal guests.”

The capabilities we demonstrated with this work

We work alongside you to develop the unique reward, retail partner, and campaigns which grow your brand and business, without cannibalising your other channels.

Digital Game

Open the fridge and click on the MasterChef storage to win thousands of great prizes! Shoppers played daily during the campaign for more chances to win instant prizes. Each game play also earned customers entry to a sweepstakes with a grand prize of a three-course dinner for six, prepared and hosted by MasterChef contestant and chef Bri Baker. This successful and fun game brought in more than 12 thousand unique players, with the average player playing more than 3 times (days) during the campaign.

Influencer partnership with MasterChef Bri Baker

Shoppers were inspired to organize their fridges and store new foods in the MasterChef storage through engaging content from Bri Baker. Bri partnered with United Supermarkets to post different styles of videos for each different banner. Bri also designed the grand prize three-course dinner menu specific to the winner.

Supplier Funded Bonus Stamps

United Supermarkets partnered with many brands to provide additional opportunities to earn digital stamps. Shoppers looked to buy these products to earn digital stamps faster to redeem the MasterChef storage quicker

Results, KPIs, Impact

Tailor-made campaigns underpinned by more than 30 years experience.

+30%

Member sales from redeemers

4%

total sales increase (match panel study)

$30+

Incremental sales

INSIGHTS

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We work alongside you to develop the unique reward, retail partner, and campaigns which grow your brand and business, without cannibalising your other channels.