BMO turns wrapping paper into ad space

Images of products from women-owned businesses drive to a Pinterest board filled with shoppable items.

BMO is taking a more direct approach to its efforts supporting women in business by creating wrapping paper that doubles as ad space for products from women-owned businesses.

The “Wrap The Good” campaign is an extension of BMO’s Celebrating Women Grant Program and was created to help encourage shoppers to support women-owned businesses (which have been deeply affected by the pandemic’s economic impact) over the holiday season.

The centrepiece of the campaign is custom recyclable wrapping paper that features images of the businesses’ products, along with a QR code that drives audiences to a Pinterest board filled with hundreds of shoppable items from the likes of Skwálwen Botanicals, Remix Snacks and Mme L’Ovary.

“We know shoppers’ habits are influenced greatly by Pinterest and it’s a main hub for a lot of people over the holiday season, so it seemed like a natural partnership,” Jeremiah McNama, ECD at FCB Canada tells MiC.

Businesses included in BMO’s Celebrating Women Grant Program which are featured in the shopping guide will receive rolls of custom wrapping paper to distribute in their stores. It will also be available to BMO employees to promote the program.

Additionally, BMO is amplifying the gift guide through paid social on Facebook, Instagram and Pinterest and through OOH placement via exterior wraps on select bank branches that will include the QR code for passersby to scan, according to Ali Gayowski, account director at FCB. The media buy was handled by UM Canada.

The campaign is targeting anyone who wants to shop local, which has become a mass audience over the last two years. “Where you shop and where you put your money matters, so anyone could make a difference this holiday season and support women-owned small businesses,” says McNama.

BMO’s Celebrating Women platform began in 2012 and has since honoured more than 200 women in communities across North America. This year the company awarded $120,000 in grants to 18 women-owned small businesses.