UM and BMO share a shopping guide for women-owned businesses this holiday season in a campaign titled “The Shoppable Ornament.” The guide is a miniature catalogue, with pages highlighting products from participating businesses with QR codes linking to their websites. The book’s final page links to a Pinterest board showcasing all women-owned businesses with additional gift ideas.
This campaign is part of BMO’s efforts to support women-owned businesses, which often face greater challenges than those owned by men. The new ornament/shopping guide is an iteration of last year’s #WrapTheGood program, which turned wrapping paper into ad space for products from women-owned businesses.
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