Bachan’s Selects Barrett Hofherr to Launch Debut Brand Campaign

Independent creative agency Barrett Hofherr has been appointed by Bachan’s, makers of the Original Japanese Barbecue Sauce, to develop a brand campaign across paid, owned and earned marketing channels. Awarded in August 2025 after a competitive pitch, this marks Bachan’s first brand campaign work with an external creative agency.

The campaign will aim to expand brand awareness and attract new consumers for Bachan’s, building on the strong momentum behind the brand.

Bachan’s was launched by Japanese American Justin Gill in 2019 based on his multigenerational family recipe for The Original Japanese Barbecue Sauce. Bachan’s crafts authentic sauces featuring Japanese American flavors, and all their sauces are non-GMO; cold-filled; made with clean, high-quality ingredients; and free from preservatives and artificial additives. Bachan’s is available at more than 25,000 retail locations nationwide, including Target, Whole Foods, Costco, Walmart, Kroger, and more.

“We’re excited about our partnership with Barrett Hofherr,” said Justin Gill, founder and CEO of Bachan’s. “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 audience.”

The Bachan’s win expands Barrett Hofherr’s food and beverage portfolio, which includes the Habit Burger & Grill.

“Bachan’s has created a unique and irresistible barbecue sauce,” said Jamie Barrett, chief creative officer at Barrett Hofherr. “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.”