Puopolo embraces patience in new brand platform ‘Made Slow’ via 10 Feet Tall 

Melbourne-based agency 10 Feet Tall has unveiled a bold new brand platform for artisan salumi maker Puopolo, built around the idea that perfection can’t be rushed. The new positioning, captured in the tagline “Made Slow”, launches this week across BVOD, digital, OOH and retail.

 

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. The film, shot in rich cinematic style, celebrates Joe’s unhurried philosophy, while the wider brand refresh pulls from 1960s Mediterranean design cues, reimagined through a modern Australian lens.

Established more than 40 years ago, Puopolo remains 100% family-owned and is recognised as one of Australia’s leading artisan salumi houses. The rebrand leans into its heritage, showcasing the care, precision, and time invested in every step of the slow- aged, handcrafted salumi process.

Says Joseph Meseha, Managing Director, 10 Feet Tall: “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.”

Says Jasmine Spiers, Marketing Manager, Puopolo: “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.”

The brand refresh includes a complete design overhaul, including a new website, striking a balance between classic, 1960s Mediterranean style and a modern, Melbourne-Italian industrial aesthetic.

Supporting assets highlight Puopolo’s commitment to modern Italian recipes made with locally sourced Australian meat.

The campaign will roll out nationally across broadcast, digital, social, and OOH.

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