To get women-owned products under the tree, BMO is advertising on them.
With 60% of North Americans indicating that they plan to cut back on holiday spending this year, BMO wants to ensure that women-owned businesses are represented with “The Shoppable Ornament”
As part of its longstanding commitment to support the financial progress of women-owned businesses, BMO is building on last year’s popular #WrapTheGood program with a festive decoration intended to put more products from these businesses under the tree this holiday season.
Developed in partnership with FCB Canada, this year’s initiative builds on last year’s holiday wrapping paper, which doubles as ad space for women-owned businesses. New this year is “The Shoppable Ornament,” a tree decoration in the form of a miniature catalogue. Its pages highlight different products from participating businesses, accompanied by a QR code linking to their website’s product page for purchase. The catalogue’s final page drives to a full Pinterest board enabling consumers to explore further gift ideas from all of the participating vendors. Both the paper and ornament will be distributed at select BMO branches and participating small businesses. The initiative is also being expanded to include businesses in both Quebec and the United States.
The accompanying creative speaks to the fact that many women-owned businesses face greater challenges than their male-owned counterparts, including being rejected for loans or financing, with many proprietors also forced to juggle childcare with the day-to-day challenges of operating a business.
By continuing to hack holiday traditions, BMO hopes to level the playing field by driving digital sales to women-owned businesses.
#WrapTheGood is another way BMO is showing its commitment to women-owned businesses through programs including the BMO Celebrating Women Grant Program—which in February will announce $150,000 in grants for 12 women-owned businesses to accelerate their growth.
“The #WrapTheGood program once again demonstrates BMO’s commitment to ensuring that women-owned businesses, which are so important to the communities they serve, are presented with every opportunity to succeed,” says Catherine Roche, BMO’s Chief Marketing Officer. “This extension of last year’s #WrapTheGood is just another example of BMO’s commitment to these businesses are set up to succeed.”
“When it comes to giving gifts, they say it’s the thought that counts. But who we buy it from is just as important as what we’re buying,” says Jeremiah McNama, Executive Creative Director at FCB. “Every gift inside supports a women-owned small business and every purchase brightens their holiday, too.”
VP North American Brand & Social Media: Jennifer Carli
Director, Brand Management & Enterprise Marketing: Jennifer Larson
Senior Marketing Manager, Brand & Sponsorship, Montreal: Ann-Marie Beauchemin
Senior Manager, Enterprise Marketing & Social Impact: Danielle O’Hanley
Marketing Coordinator, Brand Governance & Enterprise Marketing: Michelle Lam
Assistant Marketing Manager, Brand & Sponsorship, Montreal: Joanne Ly
Creative Agency: FCB Canada
Chief Creative Officer: Nancy Crimi-Lamanna
Executive Creative Director: Andrew MacPhee & Jeremiah McNama
Senior Copywriter: Caleb McMullen
Senior Art Director: Hussein Rumaithi
VP, Group Account Director: Erin Howes
Account Director: Ali Gayowski
Account Executive: Sophia R’Bibo
Strategy Director: Stephanie Gyles
Business Lead: Michael Watier
Project Lead: Isabelle Dion
Copywriter: Olivier Laplante
Post Production House: Fuel
Integrated Producers: Anastasia Gal, Marco Gugliucciello
Retoucher: Carly Bright, Marcelle Faucher, Yongjin Kim
Production Artists: Alec James, Mark Paranteau, Joey Ng, Gasper Barone, Jesse Smith, Kitwa Lau, Luke Avoledo
Proofreaders and QAers: Zohrin Jivraj, Sarah Melse, David Gonzalez, Jayne Heaton, Mai Tanaka
Media Agency: UM Canada
Director, Connection Planning: Fahmida Islam
Manager, Connection Planning: Marc-André Giasson
Supervisor, Connection Planning: Carolyn Hughes
Media Assistant: Ben Graham