Bachan's Launches Major Brand Campaign: 'Look for the Octopus'

The new national campaign features the brand's iconic red octopus mascot Octo to drive awareness and connect with consumers.

Mar. 16, 2026 at 9:00pm

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Bachan's, the popular Japanese barbecue sauce brand, has announced the launch of its largest and most ambitious brand campaign to date: 'Look for the Octopus.' The campaign, developed in partnership with creative agency Barrett Hofherr, will debut nationwide in March 2026 and feature the brand's beloved red octopus mascot Octo across Streaming TV, Paid Social, and Digital Video ads. The campaign aims to make Bachan's instantly recognizable, reinforce its emotional connection to food and togetherness, and firmly establish Octo as a new, iconic brand character.

Why it matters

As a fast-growing brand, Bachan's is looking to drive significant national awareness and welcome millions of new consumers into its loyal customer base. The 'Look for the Octopus' campaign represents the brand's biggest marketing investment to date, signaling its ambition to become a household name in the condiment aisle and beyond.

The details

The 'Look for the Octopus' campaign brings Bachan's iconic red octopus mascot Octo to life through memorable, humorous, and bold storytelling. Octo is described as 'helpful, joyful, a little mischievous, and just the right amount of sassy,' and is on a mission to bring people together over great food and flavor. The fully integrated campaign will span Streaming TV, Paid Social, and Digital Video, making Octo and the Bachan's brand impossible to miss for consumers nationwide.

  • The 'Look for the Octopus' campaign will debut nationwide in March 2026.

The players

Bachan's

Bachan's is the maker of The Original Japanese Barbecue Sauce, founded by Japanese American Justin Gill in 2013. The brand takes a minimalistic, transparent approach to crafting authentic sauces inspired by Japanese flavors.

Justin Gill

Justin Gill is the Founder and CEO of Bachan's.

Barrett Hofherr

Barrett Hofherr is the creative agency that partnered with Bachan's to develop the 'Look for the Octopus' campaign.

Octo

Octo is Bachan's beloved red octopus mascot, who has been a core part of the brand's logo since its launch in 2019.

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What they’re saying

“'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.”

— Justin Gill, Founder and CEO of Bachan's

What’s next

The 'Look for the Octopus' campaign is expected to run throughout 2026 as Bachan's works to establish Octo as a new iconic brand character and drive significant national awareness for the fast-growing Japanese barbecue sauce brand.

The takeaway

Bachan's is making a major investment in its brand with the 'Look for the Octopus' campaign, signaling its ambition to become a household name in the condiment aisle. By bringing its beloved octopus mascot Octo to life through bold, playful storytelling, the brand aims to forge an emotional connection with consumers and make its products instantly recognizable nationwide.