WILLOW STREET, Pa. — Two towering Holstein cows, now standing in a pasture in southern Lancaster County, once roamed highways, fairgrounds and city streets as ambassadors for one of Pennsylvania’s best-known dairy brands.

Today, these fiberglass giants belong to John and Melissa Mattilio and their sons, Victor and Dominic and his wife Amanda. The family is determined to keep the smiles going even after the corporate marketing campaigns they were once known for have moved on.

Each cow weighs two tons and reaches 13½ feet high placed on its own 20-foot-long custom low-slung trailer. Despite their size, they travel easily behind a three-quarter or one-ton pickup.

“They pull about as light as you can get. It’s surprisingly stable. You can get a little wind shear when it’s windy, but they go down the Turnpike just fine,” John confirmed.

Built for promotional purposes, one is the original that became a Turkey Hill icon when purchased in the late 1960s from another dairy during the company’s expansion years. The other came later, repainted multiple times over the years to match various marketing campaigns.

Melissa Mattilio knows these cows better than anyone. She spent 26 years at Turkey Hill Dairy as consumer marketing manager until 2022.

“They were part of my job for a long, long time,” she said, noting the cows traveled widely — donning costumes for the Houston Rodeo or Eagles gear in Philadelphia, floating on a barge in Pittsburgh, sporting an oversized banjo for the Mummers Parade, decorated in flowers for the iconic ‘Strolling of the Heifers’ in Brattleboro, Vermont, and even appearing once in Puerto Rico.

The original cow, now known as Dolly, carries decades of lore. Acquired by Turkey Hill in 1967, she was once a horned Jersey cow before being repainted as a Holstein after the horns were removed to reduce transport risk. Over the years, she became a familiar sight at store openings, promotions, community events, and far-flung celebrations as the ice cream brand’s geography grew.

When Turkey Hill shifted its marketing direction and scaled back the use of giant cows, Melissa learned these two might be available. She hesitated because of her long association with the company.

“I felt like I might be stepping on my old employer’s toes,” she said.

John made the call anyway, contacting her former boss and negotiating the purchase. The agreement required removal of all Turkey Hill branding and prohibits use of the company name, but these cows have longevity and can continue working for smiles and agriculture.

The couple’s sons immediately saw possibilities.

Dominic, a dairy and livestock nutritionist with Renaissance, helped spearhead the idea of renting the cows for events. His wife Amanda, who works with John in ag lending at Univest Bank, pitches in as well.

Victor, who works with his uncle near Peach Bottom, also recognized their value as agricultural outreach tools. He works hauling grain and other feeds, spreading lime, and co-owns beef cattle with his brother.

John and Melissa also have two daughters, who live out of state — Chloe, a plant scientist at the University of Wyoming, and Clare in fine arts and culinary in Chicago.

“This is really a family project,” said John, vice president of ag lending for Univest Bank, whose career has spanned ag lending in addition to 20 years in land realty.

The giant cows are a hobby, and he enjoys hauling them, but notes: “Everybody helps when something needs fixed or moved.” Melissa handles bookkeeping and logistics.

The cows now appear at fairs, parades, farm promotions, church festivals, business or ag events, charity events, whole milk giveaways, weddings, birthday parties — even practical jokes.

One customer arranged to have a cow parked in a friend’s yard while he was on vacation. When the home owner returned, he found a two-ton Holstein waiting on the lawn.

They’ve been to Ag Progress Days, and 97 Milk has rented one for a few events.

The original model is Dolly, a nod to her long and industrious career. The second cow, repainted by Dominic with updated markings, is Shania. For parades, the family commissioned an additional platform with a safety cage for Dolly, so riders can stand safely while mobile.

“Every Amish kid in the neighborhood wanted to see her,” John said of the welding shop that hosted the cow during platform construction.

Children are drawn to the towering figures, approaching cautiously before touching the legs or posing for photos beneath the massive belly and udder.

“There’s really no way for kids to climb up on the cow, so it’s all very safe,” John said. “For many kids, it’s something they will always remember.”

He has also observed longtime dairy producers getting a kick out of posing for photos pretending to “milk” Dolly or Shania.

Outreach larger than life

The towering cows create an agricultural connection that is positive and uncomplicated. Their simplicity invites people to engage, whether stopping for a photo, reading a banner, or simply smiling as they pass.

Their size also makes them ideal outreach platforms. Smooth fiberglass sides and trailer chains can anchor banners or wraps, and Dolly’s platform rails can hold signage.

“They’re a magnet,” said Victor. “Everybody wants their picture taken with them.”

He recalled an event where the cow greeted visitors at the entrance and hundreds of children attended, many from non-farm backgrounds.

“That may be the only time they ever get exposed to agriculture, and they’ll remember it,” he said.

Dominic recalled the family’s church fall festival, where the cow served as a roadside sign. “It’s eye-catching, something you don’t see every day, and people did say they stopped because of the cow.”.

Melissa sees the project as an extension of dairy education.

“There’s such a disconnect,” she said. “If we can get people in the door, especially kids, it helps them understand agriculture.”

Dominic hopes to use the cows at industry events. It’s something people enjoy whether they are new to agriculture or have been in it all of their lives.

Not a business, a mission

While the cows rent for about $150 per day within a 25-mile radius (an additional charge for longer hauls), the Mattilios emphasize profit is not the only goal.

“We’re not going to retire on this,” John said with a laugh. “We got into it for the fun of it.”

The real reward comes from the reactions.

After a meeting at Shady Maple, while John was hooking up the trailer to take Dolly home, a man celebrating his 80th birthday with his daughter walked up for a photo. “He had the biggest smile,” John said.

Driving down the road produces similar responses — honking horns, waving drivers, laughing children.

“People love cows,” he observed. “It’s that simple.”

For Melissa, the project preserves a piece of Lancaster County history. Dolly and Shania had a life devoted to a local dairy brand Melissa helped promote for decades.

Now, they represent dairy and agriculture more broadly.

Mainly, the giant cows make people smile, and for the Mattilio family, that may be the most valuable return on investment of all.

To learn more or book a giant cow, visit “Dairy Girls” at https://bookagiantcow.com/.