Puopolo Introduces a Slower Pace in Made Slow Rebrand
Artisan salumi maker Puopolo has launched a bold rebrand titled Made Slow, crafted in collaboration with 10 Feet Tall. The refreshed brand position shifts the spotlight to patience, precision, and the time-honored craft behind every slice of Puopolo’s handcrafted salumi. Debuting across BVOD, digital, out-of-home, and retail, the nationwide rollout positions Puopolo as a brand that champions the Italian tradition of slow, deliberate creation.
Heritage at the Core: A Story of Family, Craft, and Time
Made Slow leans into Puopolo’s four decades of family-owned production, emphasizing the heritage that underpins its salumi. The campaign centers on Slow Joe Puopolo, a character inspired by family patriarch Vitangelo Puopolo and his lifelong dedication to patience, time, and the Italian craft. The narrative isn’t merely marketing; it’s a reminder that true quality emerges when every step—from selection and curing to aging—is allowed to unfold at its own rhythm.
“Some Things Can’t Be Rushed,”
According to 10 Feet Tall managing director Joseph Meseha, Puopolo isn’t just another charcuterie brand; it’s a family epic about love, patience, and honoring tradition. In a fast-moving consumer landscape, Made Slow offers a distinctive voice that mirrors the product’s rich, nuanced flavors. The campaign underscores that speed is not a virtue when measuring craftsmanship, and it positions Puopolo as a leader in deliberate, high-quality salumi.
A Multichannel Launch Built for Today’s Audiences
The Made Slow rollout spans multiple channels to reach both traditional and digital audiences. Nationally, the brand will appear across BVOD and digital platforms, with prominent OOH placements designed to catch the eye of shoppers and commuters alike. In-store, Puopolo’s refreshed packaging and messaging invite customers to slow down and appreciate the craft that goes into each slice. The integrated approach ensures the Made Slow promise is felt wherever consumers interact with the brand.
What the Rebrand Signals for Puopolo
Beyond a cosmetic update, the Made Slow repositioning communicates a strategic shift in how Puopolo tells its story. The design overhaul takes cues from the brand’s Italian roots while embracing modern, accessible design cues that appeal to today’s food lovers. A new website accompanies the campaign, offering an informative hub where consumers can explore Puopolo’s aging process, product range, and family history in an engaging, easy-to-navigate format.
Leadership Insight and Future Direction
Puopolo’s leadership believes the Made Slow philosophy will differentiate the brand in a crowded market where convenience often dominates. Marketing Manager Jasmine Spiers notes that the Puopolo family has always prioritized doing things properly, even if it takes longer. The new positioning is designed to translate that ethos into a memorable consumer experience—one that invites Australians to savor patience and craftsmanship with every bite.
Credits and Looking Ahead
Client: Puopolo Artisan Salumi. Directors: Vito & Michael Puopolo. Marketing Manager: Jasmine Spiers. The rebrand commemorates Puopolo’s ongoing legacy as a family-owned business that has thrived for over 40 years by honoring tradition and prioritizing quality over speed.
