Bachan’s selects Barrett Hofherr for brand campaign

Independent creative agency Barrett Hofherr has been appointed by Bachan’s to develop a brand campaign spanning paid, owned and earned channels. The partnership, awarded in August 2025 after a competitive pitch, is the first time the sauce maker has engaged an external creative agency for brand work.

The campaign will focus on increasing awareness and attracting new consumers, with a rollout planned for April 2026.

Agency to support Bachan’s growth plans

Bachan’s was launched in 2019 by Japanese American founder Justin Gill, using a family recipe for The Original Japanese Barbecue Sauce. The company produces sauces with Japanese American flavours, all non-GMO, cold-filled and free from preservatives and artificial additives. Its products are currently stocked in more than 25,000 retail locations across the United States, including Target, Whole Foods, Costco, Walmart and Kroger.

Justin Gill, founder and CEO, Bachan’s: "We’re excited about our partnership with Barrett Hofherr. From our very first meeting, we could see the agency’s passion for the brand and vision to bring it to life on a national stage."

Barrett Hofherr strengthens food and beverage roster

The appointment adds to Barrett Hofherr’s food and beverage portfolio, which includes the Habit Burger & Grill.

Jamie Barrett, chief creative officer, Barrett Hofherr: "Bachan’s has created a unique and irresistible barbecue sauce. When we’re not busy advertising it, we’ll be busy pouring it on virtually everything we eat. It’s a great story to tell, and we can’t wait to tell it."

www.bachans.com

www.barretthofherr.com

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