[Knoxville, TN – 8.28.26] — Weigel’s 95th anniversary celebration became more than a milestone campaign this summer. Through a combination of loyalty offers, gamification, personalized communications, fuel rewards, value promotions and heritage-driven activations, the company’s Summer 95 campaign delivered significant growth across its digital and loyalty ecosystem.
The campaign was designed to connect Weigel’s 95-year history with the modern convenience consumer, using the Weigel’s App and MyWeigel’s Rewards to create repeated reasons for guests to engage throughout the summer.
Digital Engagement Accelerates
During the month of July alone, the Weigel’s App generated more than 16 million engagements, representing a 194% increase in app engagement compared to the prior year.
App users increased 29%, while total app sessions grew 83%, demonstrating how the campaign extended beyond traditional transaction-based loyalty.
Gamification played a significant role in that growth. Throughout Summer 95, guests recorded:

The results demonstrate how Weigel’s continues to expand the role of its app beyond offers and transactions, creating a platform where loyalty members can interact with the brand daily through games, challenges, rewards and sweepstakes.
Loyalty Growth Drives Increased Frequency and Spend
The Summer 95 campaign also delivered measurable results across the broader MyWeigel’s Rewards program.
Active loyalty membership increased 12%, while member spend increased 15%. Loyalty penetration reached 46%, and monthly customer frequency increased 12%.
The results reflect the impact of connecting promotional value with repeat engagement. Rather than relying on a single offer, Summer 95 created multiple reasons for guests to return, including fuel savings, foodservice promotions, collectible merchandise, national day activations, digital games and sweepstakes.
Promotions Connect Digital Engagement With Store Performance
Several campaign initiatives demonstrated how digital communication and loyalty activation can influence in-store behavior.
The four-part 95th Anniversary Collector’s Cup Series generated repeat participation, with more than 25% of participating guests returning for more than one cup drop.
Fuel Up Sundays, offering MyWeigel’s Rewards members significant fuel savings throughout the summer, produced some of the strongest program performance of the campaign. The promotion generated an 88.5% repeat customer rate, while 34% of participating fuel guests converted to an inside transaction. Of those guests who converted inside, 68% made more than two transactions. The program also reached a 50% loyalty penetration rate—the highest recorded for the program.
Value-driven foodservice offers also demonstrated the impact of coordinated digital communications. During the $9.95 Pepperoni Pizza promotion, 33% of total promotional activity came from days when a customer communication was deployed, supported through app push notifications from Rovertown and email communications through PDI Experience Designer.
On Thirsty Thursdays, Weigel’s $0.95 fountain beverage offer generated a 29% increase in medium fountain volume.
The campaign’s 1 Million Points Sweepstakes also demonstrated the value of attracting highly engaged loyalty participants, with customers entering the promotion carrying an average customer lifetime value of approximately $6,000.
Weigel’s National Day promotions also demonstrated the opportunity to engage specific customer segments, with the company’s 65+ customer base over-indexing in participation during those activations.
A Connected Summer Strategy
Summer 95 brought together multiple promotional channels under one anniversary platform, allowing Weigel’s to combine heritage, value and technology throughout the season. From $.95 promotions and collectible cups to Fuel Up Sundays, sweepstakes and gamified app experiences, each activation was designed to create another point of engagement within the MyWeigel’s Rewards ecosystem.
The campaign was supported by Weigel’s technology partners, including Rovertown, the provider of the Weigel’s App and mobile engagement experiences, and PDI Experience Designer, which supported targeted email communications and customer messaging.
As Weigel’s concludes its summer-long 95th anniversary celebration, the results demonstrate the growing role of digital engagement within convenience retail. The campaign connected more than 16 million app engagements in July with measurable increases in loyalty activity, customer frequency, spend and promotional participation.
For Weigel’s, Summer 95 served as both a celebration of where the company has been and a performance-driven example of how its loyalty and technology platforms can continue shaping the guest experience moving forward.
After 95 years, Weigel’s is Just Getting Started.