Puopolo’s Made Slow: A New Chapter in Handcrafted Salumi
Puopolo, the family-owned artisan salumi maker, has unveiled a bold rebrand titled Made Slow, crafted in collaboration with 10 Feet Tall. The campaign, rolling out nationally across BVOD, digital, out-of-home, and retail channels, centers on a simple, enduring truth: perfection in salumi can’t be rushed. The refresh leans into Puopolo’s rich heritage, emphasizing the care, precision, and time invested in every stage of the slow-aged, handcrafted process.
Heritage Meets Modern Marketing
The Made Slow positioning wires Puopolo’s 40-plus years of family craft into a contemporary brand narrative. By foregrounding patience as a core value, the campaign differentiates Puopolo in a crowded charcuterie market where speed often competes with quality. The brand story traces its roots to patriarch Vitangelo Puopolo, whose lifelong dedication to time, tradition, and Italian salumi-making informs every slice that leaves the table.
The Character: Slow Joe Puopolo
Central to the storytelling is Slow Joe Puopolo, a character inspired by Vitangelo’s devotion to the craft. Slow Joe embodies the brand’s ethos: patience, attention to detail, and a repurposed way of thinking about time. This persona anchors the content strategy, enabling consumers to connect with Puopolo’s process—one that respects tradition while remaining relevant to modern Australian palates.
What the Campaign Communicates
The Made Slow platform signals that Puopolo’s salumi is more than a product; it’s a narrative of love, family, and honouring craft. In a fast-moving world, the campaign makes a powerful case for slowing down to appreciate texture, aroma, and the nuanced flavors that only time can develop. The messaging is designed to resonate with food lovers who value provenance and the human touch behind every piece of salumi.
Campaign Reach and Craft
The national rollout spans television-on-demand (BVOD), digital media, out-of-home (OOH), and in-store activations. The multi-channel approach ensures a consistent message about patience and precision while inviting Australians to experience Puopolo’s slower, more deliberate process. The rebrand features a design overhaul, including a refreshed website that communicates the new story with clarity and warmth.
Leadership Voices
Joseph Meseha, managing director of 10 Feet Tall, emphasizes that Puopolo is more than a brand—it’s a family story. “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,” he explains.
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 to Expect
For shoppers, Made Slow translates to a more immersive brand experience—more storytelling about the curing and aging process, more emphasis on ethical sourcing and family stewardship, and a clean, elevated packaging and digital presence that reflects the brand’s values. The refreshed website will serve as a hub for learning about Puopolo’s range, the timing of each product, and where to find it across the country.
A Family Legacy, A Market Niche
Puopolo’s rebrand underscores a broader trend in premium charcuterie: consumers seek authenticity, transparency, and products that carry a story. By leaning into slow-aged methods and a tangible family heritage, Puopolo positions itself as the go-to choice for discerning shoppers who equate time with quality. The campaign’s “Slow Joe” narrative creates a memorable, human connection that can translate into longer purchase consideration and loyalty.
About Puopolo
Established more than four decades ago, Puopolo remains a family-owned operation famous for its handcrafted salumi. The rebrand aligns with the brand’s mission to celebrate Italian craft, patient technique, and uncompromising standards. The collection continues to showcase traditional methods alongside contemporary packaging designed to appeal to today’s Australian retail environment.
Credits: Client: Puopolo Artisan Salumi | Directors: Vito & Michael Puopolo | Marketing Manager: Jasmine Spiers
