Fuoco x Salumerie: A Spicy, Vintage Collab Turning Heads in Sydney

In May 2024, Fuoco & Salumerie teamed up for a partnership that set Sydney’s sandwich scene ablaze. Fuoco, the Asian-Italian crispy chilli oil everyone’s obsessed with, joined forces with Salumerie, a sandwich shop that’s become a cult favourite.

Salumerie may be new on the block, but they’ve already earned a serious following with their focaccia panini—stuffed with the finest Italian ingredients and overflowing with authentic charm. So, when Fuoco brought its signature blend of Asian heat and Italian tradition into the mix, something magical happened. The result? A bespoke sandwich featuring mortadella, stracciatella, pesto, and a fiery drizzle of Fuoco’s crispy chilli oil. This wasn’t just a sandwich; it was a culinary mash-up that made queues snake out the door and around the block. Sydney’s foodies couldn’t get enough of it.

The partnership wasn’t just about incredible food, though. It was also about tapping into that shared Italian heritage both brands hold dear, and doing it in a way that felt fresh yet timeless. To celebrate their latest creation—and Salumerie’s rapid rise, now capped by the opening of their second store—the brands decided to throw it back to the 1980s. Together, they crafted a campaign inspired by vintage Italian car adverts, complete with retro fonts, bold colours, and that perfectly imperfect, rough-around-the-edges feel. Think grainy textures, oversized logos, and a vibe that made you want to pop the collar of your leather jacket and cruise the Italian countryside in a convertible.

The idea was to stand out in a sea of hyper-polished content by doing the exact opposite: going lo-fi and leaning into nostalgia. And it worked. The retro campaign cut through the noise, making people stop, smile, and, of course, crave that spicy, crisp, mortadella-stuffed focaccia panini.

Since opening in January, Salumerie has seen a meteoric rise, and this collaboration with Fuoco only solidified their status as one of Sydney’s must-visit spots. For those lucky enough to snag a sandwich on launch day, it wasn’t just about the food—it was about stepping into a moment that felt exciting, creative, and just a little bit different. With their second store now open, Salumerie’s journey is only just beginning, and we can’t wait to see what they cook up next—especially if Fuoco’s involved.