Weigel’s is kicking off “Thirsty Thursday”—a weekly promotion offering guests a medium Ellie’s Ice or fountain drink for 79 cents every Thursday at all locations. The deal is available exclusively to registered MyWeigel’s Rewards members, according to a press release.

“Thirsty Thursday is designed to increase trip frequency and drive engagement within the MyWeigel’s Rewards platform, which delivers personalized value to guests every day. By integrating the offer directly into loyalty, Weigel’s creates a seamless experience: guests simply scan their app, card or enter their ALT ID to redeem the deal,” the retailer said.

“Thirsty Thursday shows how alignment between marketing, operations and vendor partners can create guest-focused promotions that scale,” said Nick Triantafellou, director of marketing & merchandising at Weigel’s. “It’s a simple offer that delivers real value and gives our guests another reason to visit every week.”

Weigel’s also introduced a new addition to its farm-fresh dairy lineup: Ellie’s Tracks Flavored Milk. The retailer describes it as a nostalgic, indulgent twist on the classic Moose Tracks flavor, and is a nod to Weigel’s beloved mascot, Ellie the Cow.

Available for a limited time, Ellie’s Tracks “blends smooth, creamy milk with swirls of rich fudge and chunks of peanut butter cups—offering a sweet, ice cream-inspired treat straight from the dairy case,” Weigel’s said.

Last summer, several retailers came out with creative milk flavors, including Weigel’s previously offered Lemon Cookie flavor milk and a MoonPie Milk. The retailer said that its milk is “farm to store in 24 hours.”