Japanese barbecue sauce brand Bachan’s has unveiled a refreshed visual identity and packaging design centered around its octopus mascot, Octo.
The updated label brings the Bachan’s logo to the forefront of the bottle and features more prominent flavor names that “[make] it easier for consumers to find beloved flavors.” Additionally, the brand’s Hot & Spicy variety has been renamed Sweet & Spicy to better reflect its less intense heat level.
The new look is currently rolling out nationwide to all 25,000 doors where Bachan’s is available, including Target, Whole Foods, Costco, Walmart and Kroger, among others.
“Since the beginning, our octopus mascot has been a playful nod to our Japanese heritage, my love of the ocean and a symbol of the love and tradition in every bottle. With this refresh, we wanted to let Octo shine while staying true to the well-loved, clean aesthetic that’s defined our brand from the start,” said Justin Gill, founder and CEO, in a statement.
The new look comes amid swirling rumors that the sauce slinger is seeking a sale. Citing three sources familiar with the matter, Axios Pro last month reported Bachan’s has hired investment banking advisory firm Centerview Partners to test the market.
Chomps Hosts ‘Protein Pit Stop’
As further evidence that the meat stick category is on fire, Chomps hosted a “Protein Pit Stop” in Austin, Texas, last weekend to offer consumers a unique way to prepare for carpool runs amid the back-to-school season.
The pop-up experience, set against the backdrop of a retro-style gas station, included internal car tidying and organization and a Snack Zone stocked with Chomps meat sticks, among other branded activations. In total, the Protein Pit Stopped welcomed over 1,000 consumers and serviced more than 120 cars.
“Back-to-school can be a stressful time. Whether it’s stocking up on high-quality snacks or getting your car ready for kids, we want to make this season a little easier. The Protein Pit Stop [was] our way of supporting families with real protein and zero compromises,” said Rashid Ali, CEO, in a statement.
The brand is experiencing rapid growth, with a 201% increase in year-over-year sales. Additionally, Chomps now produces an average of two million individually wrapped meat sticks per day.
Archer Launches First Brand Campaign
Roughly six months after putting out a new look, Archer (formerly Country Archer Provisions) is rolling out its first ever national brand campaign.
Titled “Stick to Real” the tongue-in-cheek creative seeks to “[turn] life moments up to the extreme” while underscoring the brand’s commitment to using high-quality ingredients across its portfolio of 100% grass-fed and grass-finished meat sticks and jerky. The campaign also brings the brand’s blue bull mascot to life.
“With ‘Stick to Real,’ we’re playing off the absurdity of modern life – the over-the-top, hyper-curated version of reality we’re all bombarded with – and contrasting it with what people actually want: something real,” said Andrew Thomas, VP of marketing, in a press release. “As we continue to grow as a leader in the meat snack space, this campaign is our moment to show the world what we’re really made of.”
The 360-degree campaign includes out-of-home placements, digital media, influencer content and a CTV flight. This includes Hulu’s “Get Real” hub, billboards in cities such as Los Angeles, Chicago, and Austin, as well as a presence at Dodger Stadium and Spectrum SportsNet LA.
“Stick to Real” comes on the heels of a historic period of growth for Archer, with sales rising 90% year-over-year.
Credit: Griz
Simple Mills Teams with ‘Love Island’’s Jeremiah Brown
Flowers Foods-owned baking mix, cracker and cookie brand Simple Mills has entered the “Love Island” chat, partnering with Jeremiah Brown to help him redeem his “pancake gate” moment during which he served soggy, undercooked pancakes at what was supposed to be a romantic breakfast.
In a playful new clip, Brown strips down to nothing but an apron to whip up a stack of fluffy, fully cooked pancakes using Simple Mills Almond Flour Pancake & Waffle Mix. According to the brand, the content “emphasizes how [its] nutrient-dense mix of recognizable ingredients allows consumers to ditch the guesswork behind baking.”
Factor Steps Up to the Plate with New York Yankees
Ready-to-eat meal delivery service Factor has hit a grand slam with the New York Yankees, becoming one of the MLB team’s Proud Nutrition Partners for the remainder of the 2025 season.
As part of the agreement, Factor will provide meals to Yankees employees at their offices and offer premium game day experiences, in-stadium activations and signage. Additionally, the meal delivery company will give away 50 pairs of home game tickets to fans.
Other marketing news from across the industry:
Little Spoonpartnered with Siete to launch two limited-edition meals: the Chicken Taco Bites Biteable and the Beef Taco Smash Plate.
If you’ve ever wanted your home to smell like fresh Italian cuisine without actually having to cook, MALIN+GOETZ and Carbone Fine Foods have you covered with their new collaboration: Tomato Supercandle.
PepsiCo has teamed up with the National Geographic Society to create the Food for Tomorrow program, which will support National Geographic Explorer-driven stories and scientists “diving into the future of food through breathtaking imagery, moving narratives, applied science-based projects and data visualization maps.”
