PepsiCo Foods Canada is bringing its Cheeto statue to Toronto for the NHL All-Star Game weekend.

The 16-foot-tall statue is a Bauer hockey glove with Cheetle-tipped fingers, a blend of Cheetos’ signature powder. Cheetos will display it at Roundhouse Park until Jan. 30 before moving it to the Hyundai NHL Fan Fair at the Metro Toronto Convention Centre from Feb. 1 to 4. The company is rolling out OOH ads throughout the city to support its activation. Agencies OMD and Motive handled media buying and the creative side. Public relations were managed by Edelman Canada.

Cheetos had previously placed a similar statue in Alberta in 2022 to familiarize Canadians with the term Cheetle. Last year, the company (in collaboration with agency partner Motive) also displayed the statue at The Frito Lay Canada Bullpen, an experiential activation in Calgary that included a Cheeto-shaped mechanical bull and Frito Lay snacks.

The NHL All-Star Game, an ice hockey exhibition competition staged during the National Hockey League’s regular season, will take place from Feb. 1 to 3 at Scotiabank Arena in Toronto. It will be the first time in almost a decade that a Canadian city has been picked to host the game, following Ottawa in 2012.