Melbourne-based agency 10 Feet Tall has launched a new brand platform for Puopolo, an artisan salumi maker, under the banner 'Made Slow'.

The campaign features a brand film centred around 'Slow Joe Puopolo', a character inspired by the family patriarch, Vitangelo Puopolo. The film aims to personify the brand's ethos, highlighting the meticulous care and time invested in Puopolo's slow-aged, handcrafted salumi.

Puopolo, a 100% family-owned business, has been a prominent name in the Australian artisan salumi market for over 40 years. The rebrand seeks to accentuate the precision and dedication inherent in Puopolo's production process. The campaign integrates 1960s Mediterranean design elements with a contemporary Australian flair, aiming to refresh the brand's image while maintaining its heritage.

The 'Made Slow' campaign will be disseminated through various channels, including broadcast video on demand (BVOD), digital, out-of-home (OOH), and retail platforms.

In addition to the campaign, Puopolo's brand refresh includes a new website design. This digital overhaul combines classic Mediterranean aesthetics with a modern Melbourne-Italian industrial style, aiming to provide an engaging online experience that mirrors the brand's physical presence.

Joseph Meseha, Managing Director of 10 Feet Tall said, "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."

Jasmine Spiers, Marketing Manager at Puopolo, added "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."