Producers of the popular snack brand Minimie Atsomo have launched a new content creation competition aimed at supporting young digital talents across the country.

The “Laugh-It-Off Creator” Challenge was unveiled in Accra on Friday, February 27, as a three-week initiative designed to encourage creators to produce humorous content featuring the snack.

Speaking at the launch, Brand Manager Kafui Agbenyefia said the company is committed to helping young creatives grow and gain visibility.

“We want to give young creators the platform and tools to grow,” she said. “This challenge is also about building a stronger connection with our audience through humour.”

The initiative brings together content creators from across the country to compete for major rewards, including a brand ambassadorial deal, an iPhone 17 Pro Max, and other prizes.

Participants are expected to create entertaining and relatable videos and skits centred on the Minimie Atsomo snack, with judges selecting the most creative and engaging entries.

The launch event attracted scores of digital creators, who used the opportunity to network, collaborate, and produce content while interacting with the brand.

Minimie Atsomo is produced by Multipro Ghana Limited, one of the country’s leading fast-moving consumer goods manufacturers.

According to the company, the challenge forms part of its broader effort to contribute to the growth of Ghana’s expanding digital and creative economy.

Organisers say they are optimistic about strong participation throughout the three-week period and hope the competition will help uncover the next generation of Ghanaian digital creators.

The company believes the Laugh-It-Off Creator Challenge will not only promote creativity but also deepen engagement between the brand and its growing audience.

Winners are expected to be announced at the end of the competition, following an assessment of creativity, reach, and audience impact.