Artisan salumi maker Puopolo has unveiled its ‘Made Slow’ rebrand via 10 Feet Tall.
The new positioning launches nationally this week across BVOD, digital, OOH, and retail.
Puopolo’s new brand platform is built around the idea that perfection can’t be rushed. The rebrand leans into its heritage, showcasing the care, precision, and time invested in every step of the slow-aged, handcrafted salumi process.
The campaign centres on the story of ‘Slow Joe Puopolo,’ a character inspired by family patriarch Vitangelo Puopolo and his lifelong dedication to patience, time, and the Italian craft of salumi-making.
“Puopolo isn’t just another charcuterie brand. It’s a family story of love, patience, and honouring tradition. In a world that moves faster every day, ‘Made Slow’ stands out as a powerful reminder that some things can’t, and shouldn’t, be rushed. This rebrand is about giving Puopolo a voice that’s as rich and distinctive as its product,” Joseph Meseha, managing director, 10 Feet Tall said.
“The Puopolo family has always believed in doing things properly, even if it takes longer. The ‘Made Slow’ positioning captures that perfectly. We’re excited for Australians to see the campaign and experience the passion and craftsmanship behind every slice,” Jasmine Spiers, marketing manager, Puopolo added.
The brand refresh includes a design overhaul, including a new website.
Established more than 40 years ago, Puopolo remains family-owned.
Credits:
Client: Puopolo Artisan Salumi
Directors: Vito & Michael Puopolo
Marketing Manager: Jasmine Spiers
Agency: 10 Feet Tall
Managing Director: Joseph Meseha
Head of Strategy: Ben Thomas
Executive Creative Director: Stuart Black
Creative Directors: Patrick Trethowan & George Kalogerakos
Junior Art Director: Ella Porter
Web Design: Ben Savill
Group Account Director: Romayne Perera
Account Planner: Tahlia Freeman
Account Executive: Angela Cantieni
Production Company: Best Boy (A Division of 10 Feet Tall)
Director: Robin Walters
DOP: Matt Wood
Editor: Harvey Deane
Producer: Jessica Galea
Post-production: Manimal
Sound: Production Alley
