Canadian Tire is helping people bring the Cake Boss home with the launch of a new bakeware line in partnership with the TV pastry star.

Featuring products that range from rolling pins to cake decorating sets, the new line is aimed at fans of Buddy Valastro’s TLC show, which means reaching a new audience for the retailer, Susan O’Brien, VP of strategic marketing at Canadian Tire, tells MiC.

“I think he delivers a new and interesting audience for us because he isn’t just popular with women who bake, but also with other segments, like teenagers, who are obsessed with Cake Boss,” she says. “Because it is entertainment television in addition to being about food he tends to draw a larger audience.”

With media by Touche! and creative from Taxi, the new line will be promoted by a multi-platform campaign that includes elements such as Valastro participating in the second year of Canadian Tire’s unexpected gift campaign beginning on Nov. 20. In addition, videos featuring the famous baker will air across Canadian Tire’s digital properties and he will be included in the retailer’s “Destination: Fall,” “Destination: Décor” and “Entertaining” fall flyers. There will also be in-store POS ads promoting the line.