BMO begins Wrap the Good campaign
BMO has begun a holiday season campaign called “Wrap the Good” intended to support businesses owned by women. Developed by FCB Canada, the effort features gift wrapping paper that incorporates advertising space for participating businesses. The paper includes a QR code that directs consumers to a Pinterest page featuring products from women-owned small businesses. The full guide can be viewed at <https://www.pinterest.ca/bmowrapthegood>. The campaign also includes an online video, out-of-home advertising and social media content.
“BMO saw an opportunity to continue its support of women-owned businesses this holiday season by creating unique wrapping paper that promotes shopping women-owned,” said Jennifer Carli, head of global branding and social media at BMO Financial Group. “The pandemic has had a disproportionate impact on Canada’s woman-owned businesses, which will take longer to recover financially than businesses owned by men. ‘Wrap the Good’ underscores BMO’s commitment to empowering women-owned businesses that are such a vital part of the fabric of our communities, particularly at a time when they’re in need of support.”