Konjo Me is a culturally rooted Ethiopian food brand founded by Chef Helina Melaku, known for vibrant flavors, handcrafted spice blends, and immersive dining experiences.
While the business began with pop-ups and catering, Konjo Me is rapidly expanding into consumer-packaged goods, cooking classes, and cultural storytelling through food. Their participation in the Downtown Detroit Winter Market in 2023 marked a moment to introduce their evolving brand to a broader public audience and grow their digital community through in-person engagement.
CHALLENGE
While Konjo Me was already gaining recognition through pop-ups and word-of-mouth, the brand faced a gap when it came to turning in-person interest into long-term engagement.
With only 10–20 email subscribers typically joining during events, the team needed a way to maximize the limited Winter Market window to generate more leads, amplify holiday promotions, and convert casual shoppers into a loyal community.
SOLUTION
We designed a cohesive digital and in-person strategy to boost visibility, capture leads, and drive both online and offline conversions:
- Lead Generation at Point of Sale
- Conversion-Focused Print Collateral
- Holiday Campaign Support
- Content Creation & Visibility
“Blended Collective brought a fresh, culturally informed approach to our marketing, helping us tell our story in a way that truly resonated with our audience. Their passion, attention to detail, and ability to create authentic connections made a measurable difference for our brand.”
Helina Melaku, Founder and Chef, Konjo Me
RESULTS
Through this multi-platform activation, Konjo Me increased their email signups from a typical 10–20 contacts to over 50 new subscribers, a 150–400% increase. These new contacts entered a holiday campaign funnel, helping drive additional traffic to the brand’s online store and promote their growing services. The QR giveaway experience engaged casual browsers but also served as a memorable brand moment that turned foot traffic into deeper connection. By the end of the market, Konjo Me walked away with more than sales and gained momentum for the next chapter of their brand.