Bachan’s unleashes mascot magic in major campaign

Bachan's, The Original Japanese Barbecue Sauce, has unveiled its largest brand campaign to date, Look for the Octopus, set to launch nationwide in March 2026. The campaign aims to increase national awareness and introduce new consumers to the brand.

Developed with creative agency Barrett Hofherr, the campaign brings Bachan’s red octopus mascot, Octo, to life through humor, bold storytelling, and a clear call to action that encourages shoppers to find the brand on store shelves.

Full-funnel media approach

The campaign represents Bachan’s largest paid media investment, spanning streaming TV, paid social, and digital video. Octo, the brand’s playful and mischievous mascot, has been central to Bachan’s identity since 2019 and serves as the emotional anchor for the campaign.

Justin Gill, Founder and CEO, Bachan’s: "'Look for the Octopus' is more than a campaign, it's an open invitation. Octo embodies the spirit of Bachan's – fun, friendly, and deeply rooted in family and togetherness. Consumers love our Octo, and we believe that as a part of this campaign, Octo will become iconic in culture like brand mascots that I grew up with, such as the Coolaid Man, Tony the Tiger, etc."

Building a national brand presence

The campaign’s storytelling emphasizes community, family, and shared food experiences, with Octo serving as a symbol of togetherness. By combining high-reach media with a memorable mascot, Bachan’s aims to make its brand instantly recognizable and strengthen its emotional connection with consumers.

The campaign positions Octo as a new cultural icon in the condiment aisle, reinforcing Bachan’s identity as a brand that brings people together over food.

www.bachans.com

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