Weigel’s Throws Udderly Unforgettable Birthday Bash for Ellie the Cow

[Knoxville, TN – June 19, 2025] – Weigel’s beloved mascot, Ellie the Cow, turned another year older in true East Tennessee fashion yesterday—surrounded by fans, fun, and a whole lot of dairy.

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 superstar Karlyn Pickens, who greeted fans and signed autographs with her signature warmth and energy.

“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 & 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.”

Karlyn, an SEC Pitcher of the Year and standout ambassador for Weigel’s, has become a symbol of what’s possible for young athletes in the region. Fans of all ages lined up to meet her, and the young girls in attendance walked away with signed photos and memories they won’t soon forget. Her ongoing partnership with Weigel’s reflects the brand’s deep commitment to uplifting role models who bring pride and purpose to the communities Weigel’s calls home.

Adding to the festivities, 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. “We wanted to give Ellie a birthday surprise as big as her personality,” Triantafellou said. “The MoonPie was over-the-top, but that’s exactly what Ellie—and our guests—deserve.”

Music played a key role in the atmosphere, with Kaleb Mullins & the Witness delivering a high-energy set that had guests dancing and singing along. The band’s performance helped transform the store parking lot into a true community celebration.

“There’s something special about live music—it brings people together in a way few things can,” added Triantafellou. “Whether it’s a birthday party or a grand opening, we’re finding our guests connect most when there’s great food, good tunes, and a reason to celebrate.”

Ellie’s Birthday Bash is part of Weigel’s ongoing focus on creating unforgettable experiences at the store level—building loyalty not just through offers, but through real connection. As the brand continues to grow across East Tennessee, events like this remind guests that Weigel’s is a place where memories—and a little magic—are always on the menu.

To learn more about Weigel’s loyalty program or to explore marketing partnerships, visit weigels.com or follow @weigelsstores on Instagram, X, and Facebook.

About Weigel’s:

Established in 1931, Weigel’s is a family-owned and operated East Tennessee business. Weigel’s is a trusted name in the convenience store industry, known for its commitment to providing top-quality products and exceptional customer service. Weigel’s operates 85 convenience stores, a dairy, and a bakery. The bright, spacious stores represent state-of-the-art convenience retailing, premium customer service, and locally sourced products. Weigel’s is dedicated to enhancing the convenience store experience for its valued customers.