Weigel’s recently celebrated the birthday of its mascot, Ellie the Cow, “in true East Tennessee fashion—surrounded by fans, fun and a whole lot of dairy,” according to a press release.

The celebration took place at Weigel’s Store #15 in Knoxville, where “hundreds of guests” came out to show Ellie some birthday love. The event featured live music from Kaleb Mullins & the Witness, a live broadcast from WIVK and a special appearance by NIL softball player Karlyn Pickens, who greeted fans and signed autographs.

“This event was about more than just celebrating a mascot—it was about celebrating what Ellie represents: fun, family and community,” said Nick Triantafellou, director of marketing and merchandising at Weigel’s. “We love seeing our guests connect through moments like these—it’s what makes Weigel’s more than just a stop on the road.”

MyWeigel’s Rewards members received a free pint of Blue Bell ice cream, which they could redeem inside the store by scanning their Rewards card or app.

“One of the highlights of the day—both in size and spectacle—was the giant, custom-made MoonPie, created just for Ellie. So massive it had to be brought in on a pallet and set across two tables, the dessert quickly became a photo opportunity and conversation piece,” Weigel’s said.

In September 2024, Weigel’s unveiled its largest roster of NIL athletes to date, adding 29 players from universities across Tennessee, including the University of Tennessee, East Tennessee State University (ETSU) and the University of Tennessee at Chattanooga (UTC).

“We’re always looking to add to our roster and push the envelope on what’s possible with NIL deals,” said Triantafellou. “Each year, we challenge ourselves to outperform the previous deals, creating more excitement for our customers and athletes alike.”