A clever social media post and a batch of specially decorated cookies created a sweet frenzy in Ottawa's ByWard Market this week, directly linking a famous local bakery to the Jonas Brothers' concert at the Canadian Tire Centre.
Bakery Cooks Up a Star-Studded Treat
Instead of its usual political-themed cookies, Le Moulin de Provence bakery created a limited run of red, maple leaf-shaped sugar cookies for the occasion on Monday, December 15, 2025. Each cookie was personalized with the names of the three brothers: Joe, Kevin, and Nick.
"It's not often we get big celebrities coming to Ottawa," said Nicholas Bonnet, the bakery's director of sales and marketing. He noted that fans were enthusiastically buying the novelty treats.
A Viral Joke Sparks a Fan Pilgrimage
The bakery's success was fueled by a viral social media post made by Nicholas and his sister Chloe Bonnet on December 12. The post, which garnered over 25,000 likes and hundreds of thousands of views, humorously referenced a recent viral video of Joe Jonas struggling to parallel park in New York. The bakery pretended to reserve a parking spot for him outside their shop.
"It was really funny," said Emily Town, a self-declared superfan who learned about the cookies through the post. She and her friend Samantha Lupinacci shared a "Joe" cookie, carefully breaking it into pieces. Both lifelong fans, they had booked time off work to enjoy the band's visit to their hometown and secured front-row tickets.
"It's the boy band culture, right? Like, once you get into it there is no getting out of it," Lupinacci said. "It's like a cult...in the good way."
Fans Flock from Across the Country
The bakery's initiative created an impromptu meeting spot for fans. Town and Lupinacci even met Ana Lustosa, a superfan who had flown in from Edmonton, Alberta, specifically for the Ottawa show. Lustosa was then traveling to Montreal to see the band for a third time on this tour, using a combination of this year's and next year's vacation time.
"It's complicated to go to the United States and more expensive in other countries," Lustosa explained, highlighting the appeal of the Canadian tour dates.
With Jonas Brothers music playing in the background, the bakery sold more than 200 of the special sugar cookies and was on its final batch by Monday. Chloe Bonnet mentioned she could easily identify the customers who had made the trip specifically for the cookies.
If the Jonas Brothers themselves happened to stop by, Nicholas Bonnet had some practical local advice, a nod to their viral parking woes: "Use the parking lot across the street."
