Puopolo Smallgoods appoints 10 Feet Tall as new agency to reimagine brand and drive growth

Puopolo, the Melbourne-based Italian smallgoods company with a rich heritage dating back to 1978, has appointed creative agency 10 Feet Tall as its agency of record.

This strategic partnership aims to reimagine the Puopolo brand while honoring its deep-rooted Italian traditions, as the company prepares for a significant brand refresh and market expansion.

10 Feet Tall, renowned for driving creativity that means business, will lead the comprehensive rebranding effort. This includes rebuilding the brand’s foundations, crafting a new identity, redesigning the brand, and developing a new creative platform that resonates with both long-time enthusiasts and new consumers of authentic Italian smallgoods.

Joseph Meseha, managing director of 10 Feet Tall, expressed enthusiasm about the new partnership: “We’re thrilled to be working with Puopolo on this exciting brand transformation. Their commitment to quality and tradition, combined with their vision for growth, aligns perfectly with our philosophy of creativity that means business. We’re eager to unlock incredible new creative pathways that will not only elevate the Puopolo brand but also drive meaningful business results in an increasingly competitive market.”

Founded in Melbourne, 10 Feet Tall has established itself as a leader in the advertising industry with its strategic approach to brand storytelling. The agency’s integrated services span brand and communications strategy, digital marketing, media planning, creative development, and production. All these services are underpinned by their commitment to delivering creativity that drives tangible business outcomes.

Puopolo Smallgoods, founded by Italian immigrant Vitangelo Puopolo in 1978, has a storied history of producing authentic Italian smallgoods using centuries-old recipes and traditional techniques from Southern Italy. From its humble beginnings as a small retail butcher shop in Geelong, Puopolo has grown to become a respected name in Melbourne’s best restaurants and delicatessens, with distribution reaching across Australia.

Today, the third generation of the Puopolo family, brothers Vito and Michael, lead the business. They have introduced the Puopolo Artisan Salumi business unit, focusing on handcrafted salami and air-cured meats using traditional methods and premium Australian ingredients.

Jasmine Spiers, marketing manager of Puopolo, shared their thoughts on the partnership: “We’re excited to embark on this creative journey with 10 Feet Tall,” said Jasmine. “Their strategic approach to brand building and their understanding of our heritage gives us confidence that they’ll help us tell our story in a compelling way.

“This partnership marks a new chapter for our family business. We’re looking forward to seeing how 10 Feet Tall’s creativity can help us honour the brand’s traditions while appealing to a new generation of food lovers.”

The rebranding campaign will leverage 10 Feet Tall’s integrated approach, focusing on showcasing Puopolo’s commitment to quality and tradition while positioning the brand for future growth. By combining Puopolo’s rich heritage with 10 Feet Tall’s strategic creativity, the creative platform and brand relaunch will aim to create a meaningful connection with consumers that celebrates the art of traditional Italian food making.

This collaboration between 10 Feet Tall and Puopolo brings together creative excellence and artisanal craft, promising an impactful campaign that resonates with Australian consumers. As the market for authentic, high-quality food products continues to grow, this partnership is set to demonstrate how creativity can drive business success while preserving and promoting cultural traditions.