Introducing the Made Slow Philosophy
Puopolo Artisan Salumi is striking a deliberate note in the Australian gourmet scene with its Made Slow rebrand, developed in collaboration with 10 Feet Tall. The campaign centers on a simple, powerful idea: perfection in salumi cannot be rushed. By leaning into heritage and meticulous craft, Puopolo positions itself as more than a product—it’s a story of time, patience, and family tradition that resonates with discerning consumers seeking authenticity.
A Family Craft, A Brand With a Voice
At the heart of the new positioning is the figure of Slow Joe Puopolo, a character inspired by the family patriarch Vitangelo Puopolo. The narrative embodies decades of dedication to patience, time, and the Italian craft of salumi-making. This storytelling approach transforms Puopolo from a traditional salumi maker into a living experience that customers can relate to, share, and savor.
Perfection Through Time: The Craft Behind Every Slice
The Made Slow platform foregrounds the careful, time-honoured process behind Puopolo’s products. From selection of ingredients to the aging room’s controlled conditions, the brand highlights the precision and care that go into each batch. The result is salumi with layers of flavor, texture, and aroma that reflect a commitment to doing things properly—an attribute increasingly valued in premium food markets.
Strategic Rollout Across Channels
Puopolo’s rebrand launches nationally this week across BVOD, digital, out-of-home (OOH), and retail touchpoints. The comprehensive rollout ensures consistency of the Made Slow message whether consumers encounter the brand online, on a bus shelter, or in the delicatessen case. This multi-channel approach is designed to build recognition and trust around a brand that promises tradition without sacrificing modern accessibility.
Leadership Reflections
Joseph Meseha, managing director of 10 Feet Tall, emphasizes the narrative value of the rebrand: “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.”
Puopolo’s Jasmine Spiers, Marketing Manager, adds: “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.”
What This Means for Consumers
For shoppers, Made Slow translates into a tangible difference in the counter and on the shelf. The rebrand signals a commitment to quality and heritage, inviting consumers to slow down and appreciate the time-honoured process that delivers distinctive salumi flavors. The updated website serves as both a storytelling hub and a practical resource for pairing suggestions, tasting guides, and information about Puopolo’s aging and production methods.
About Puopolo Artisan Salumi
Puopolo has more than four decades of family-led expertise in artisanal salumi. The rebrand reaffirms the company’s roots while elevating its profile in a competitive market that values authenticity and craft. With new branding, the family-owned business signals continuity, quality, and a commitment to keeping traditional methods vibrant in contemporary consumer culture.
Credits
Client: Puopolo Artisan Salumi
Directors: Vito & Michael Puopolo
Marketing Manager: Jasmine Spiers
