“Working with The Atticism has been a breath of fresh air. They understand the heart of our brand and help us communicate it with authenticity and creativity. We saw a real difference in how people engaged with Salt Meats Cheese once they came on board.”

Stefano De Blasi – Co-Founder, Salt Meats Cheese

Client from 2020 to 2022 | PR, Brand Positioning, Digital Overhaul, New Brand Launches

Salt Meats Cheese & The Atticism: Elevating a National Brand and Launching New Concepts

Salt Meats Cheese is a family-owned Italian restaurant group celebrated for its honest, ingredient-led cuisine and vibrant, community-focused venues. Founded by cousins Stefano De Blasi and Edoardo Perlo in 2012, the group grew into a household name across Australia, offering a modern take on Italian classics while expanding into new culinary ventures.

The Atticism worked with Salt Meats Cheese from 2020 to 2022, providing full-scale PR and brand strategy support during a pivotal period of evolution for the business. Beyond the core brand, our team also supported the successful launch and positioning of several new concepts by the same founders, ensuring each one was distinct while aligned with the group’s values.

Our Role

Brand Refinement & Digital Presence

We led the brand’s website overhaul and refined its tone of voice to ensure consistency across venues. The result was a more unified customer experience—online and in-venue—better reflecting the group’s growth and direction.

Ongoing PR Strategy for SMC

From media outreach and press releases to seasonal menu announcements and venue activations, The Atticism helped drive consistent, high-quality media coverage across major food, lifestyle, and travel publications.

New Brand Launches

During our engagement, we also worked with Stefano and Edoardo to launch and position additional dining concepts. Each brand was given a distinct strategy, narrative, and media approach, reflecting its individual market fit while staying true to the duo’s vision and voice.

Events & Activations

From intimate previews to large-scale launches, we handled planning, influencer engagement, and media relations for events that built hype and positioned each venue as a destination in its own right.

Impact

By working closely with the founders and internal teams, The Atticism helped shape a stronger, more connected brand presence for Salt Meats Cheese and its sister ventures. Our work laid the foundation for scalable growth while reinforcing the group’s reputation for creativity, quality, and culture-led dining.

Looking to refine your hospitality brand or launch your next venture? Let’s talk about what’s possible.