The food operators campaign was developed in partnership with Public Health’s Health Protection division. Our goal was to drive web traffic, encourage first-time food operators to reach out, and shift perceptions—highlighting that Public Health Inspectors are partners, not obstacles, in running a safe and successful business. Working with our media buyer, we launched a robust digital campaign that included YouTube pre-roll ads, social media ads, programmatic display ads and a Weather Network app takeover. The campaign delivered strong results, with 8.76 million impressions, high YouTube engagement, and a significant increase in web clicks. Public Health reported a rise in inquiries from first-time food operators and improved client relationships. A second phase, featuring local Inspectors and food business owners will launch later this year.