Commuters passing through the halls and concourses of Toronto’s Union Station will see a new cake shop appear this week, offering free soft cookies. But, sadly, the pop-up is only temporary. To introduce its new (to Canada) Oreo Cakesters, a soft-baked take on the iconic cookie, the brand has teamed up with Toronto Maple Leaf William Nylander to open its Willy Good Cake Shop.

From Tuesday, January 28 until Friday, January 31, fans are being given free sample of the little cakes, encouraged to participate in branded photo opportunities, and enter a contest for the chance to win prizes including Toronto Maple Leafs tickets and limited-edition Willy Good Cake Shop merchandise. The cake shop stunt is part of Oreo’s multi-year deal with the Leafs.

“The Maple Leafs and Oreo partnership is rooted in creating unique experiences for fans and consumers,” said Jordan Vader, SVP, global partnerships, MLSE. “With the help of William Nylander, we look forward to giving Torontonians the opportunity to engage with two fan-favourite brands in a special way just steps away from the home of the Maple Leafs.”

Last week, the Mondelez-owned brand and the NHLPA launched its “Goals & Dreams” shopper marketing program, which will award $200,000 in new hockey equipment grants to 14 youth hockey organizations across Canada. Consumers are being encouraged to enter the “Oreo Stay Playful for All” contest online and in store via QR codes on retail assets.