Marketing & the Marginalized Creativity

Recyclable Christmas wrapping doubles as ad space for women-owned businesses

By John Glenday | Reporter

December 2, 2021 | 3 min read

Bank of Montreal (BMO) and FCB Canada are playing their part to cut down on landfill waste this Christmas while supporting women-owned businesses by creating custom recyclable gift wrap that double as ad space.

Christmas

FCB Canada has created recyclable wrapping which provides advertising to women-owned businesses

’Wrap the Good’ supports Canadian female business owners who have been disproportionately impacted by the pandemic, with official stats showing that more than a third have weathered a decline in revenues of at least 30%.

The colorful wrapping is printed with dozens of gift ideas complete with a QR code that guides the curious to an accompanying Pinterest board that houses hundreds of shoppable products from qualifying businesses such as Blume, Remix Snacks and Mme L’Ovary.

Jennifer Carli, head of global brand and social, BMO financial group, said: “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.”

Jeremiah McNama, executive creative director at FCB, added: “More than ever, it matters where our gifts come from. ‘Wrap the good’ helps give an important boost to women-owned small businesses and reminds us all of the greater impact our gifts can make.”

BMO will promote the paper via exterior wraps on selected branches as well as social media with rolls made available to employees and participating businesses.

Bank of Montreal: Wrap the Good by FCB Canada

By Bank of Montreal

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Foote, Cone & Belding, a.k.a. FCB, is one of the largest global advertising agency networks. It is owned by Interpublic Group and was merged in 2006 with Draft Worldwide, adopting the name Draftfcb.

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