Bachan’s
The Secret’s in the sauce
Bachan’s lives in an awkward place on the shelf. It’s too American to feel authentically Asian, but too Asian to read like a typical American sauce. For many shoppers, authenticity looks like a bottle with a recognizable icon and very little English.
To become the sauce everyone was talking about, we’re disguising Bachan’s as a mysterious Japanese sauce — leaving it to the masses to uncover the secret.
copywriter: me | art director:Tiffany Choo
Stunt pre-reveal
To get ahead of grilling season, Bachan’s will have a series of activations for 2 weeks leading up to Memorial Day.
TikTok Influencers
We’ll send popular food creators our newly designed bottles to feature the latest “it” sauce in their recipes and recent finds content.
TikTok Shop
TikTok ads will lead to the product page where the sauce will perpetually be sold out. The mystery and hype will continue to build around the sauce people keep seeing everywhere, but can’t seem to get their hands on.
Organic Social
Bachan’s will start to insert themselves into the conversation through organic social, leaving subtle hints of the sauce that’s gone viral.
Caption: The sauce that’s always available near you 👵🏼
Easter egg: The bottle in the background showcases the new redesign
Stunt reveal
Throughout Memorial Day Weekend, Bachan’s will reveal with OOH and social that the mysterious new sauce floating around the internet is actually just their own redesign.
Organic Social
To launch the news on social, Bachan’s dropped an organic TikTok post with the same reveal imagery as the OOH to let fans know the meaning behind the stunt.
Caption: fun fact, grandma’s been here all along. “Bachan” is a term of endearment for grandmother in Japanese 👵🏼
The New Normal
Bachan’s newly unveiled branding is now officially live in the real world across retailers. For the first time, the iconic grandmother imagery lives side by side with the English and Japanese names.
