Driving brand awareness and building brand equity is not a one-time endeavour. Consistency and continuous messaging are essential for long-term success. One of CIM’s top-performing campaigns in 2024 centred around reinforcing the potency of a well-known brand of maize meal and instant porridge. Over three events, participants had the opportunity to win substantial cash prizes and the esteemed reputation of the strongest individual in their respective categories. The campaign provided entertainment and activities for the entire family, with public entry being complimentary. Additionally, the campaign was supported by influencer partnerships, social media engagements, and visits to local schools and clubs. The campaign’s central message was clear and compelling: consuming Top Score provides enhanced vitality.