# Country-Wide Culinary Tastings Jaffa Cakes Representatives Travel the UK to Offer Public Samples By Jordy E | Published 2012-04-30 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/jaffa-cakes References: [facebook](https://www.facebook.com/jaffacakes) & [jaffacakes](http://www.jaffacakes.co.uk/) 30-year-old comedian Donal Coonan has spent an entire week traveling the UK on behalf of the desert brand McTivie's [Jaffa Cakes](https://www.trendhunter.com/trends/mcvities-jaffa-cakes-hot-honey). Operating under the conditions of his alter-ego the 'Jaffa Man,' Coonan searched far and wide for English adults who had yet to taste the company's iconic orange sweets. According to new statistics, 94.8% of the UK's adult population has consumed the product, and Coonan took it upon himself to ensure that the remaining 5.2% had their fair share as well. This aggressive marketing campaign is quite hands on. The film team that followed Coonan's path revealed the man dressed in a funky pin stripe suit and top hat, getting the attention of passersby who were either familiar or unfamiliar with the treat. It is likely that these [direct interactions](https://www.trendhunter.com/trends/instore-sampling) will leave lasting impressions on UK citizens, largely to the benefit of Jaffa Cakes sales. **Images Courtesy of Mischief PR** ## Trend Insights (Trend Hunter) - Score: 2.0/10 - Popularity: 33% | Activity: 20% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Publicity Stunts](https://www.trendhunter.com/publicitystunts) ## Key Themes ### What Makes This Trend Stand Out - **Aggressive Marketing Campaigns:** The Jaffa Cakes' country-wide culinary tastings campaign demonstrates the potential for aggressive marketing strategies to create lasting impressions on customers. - **Hands-on Brand Ambassadorships:** Donal Coonan's role as the 'Jaffa Man' showcases the power of hands-on brand ambassadorships to engage with consumers and drive product sales. - **Geographically Targeted Sampling:** McVitie's strategy of targeting specific regions within the UK for culinary tastings highlights the effectiveness of geographically targeted sampling in reaching untapped consumer markets. ### Sectors Adopting This - **Food and Beverage:** The success of McVitie's Jaffa Cakes' culinary tastings campaign reveals opportunities for food and beverage companies to engage consumers through immersive tasting experiences. - **Marketing and Advertising:** The Jaffa Cakes' aggressive marketing campaign exemplifies the potential for marketing and advertising agencies to develop bold and attention-grabbing strategies for their clients. - **Confectionery:** The Jaffa Cakes' country-wide tasting tour highlights opportunities for confectionery companies to increase brand awareness and sales by personally introducing their products to new audiences. ## Related on Trend Hunter - [Citrusy Raspberry-Filled Snack Cakes](https://www.trendhunter.com/trends/jaffa-cakes-raspberry.md) - [Spicy-Sweet Snack Cakes](https://www.trendhunter.com/trends/mcvities-jaffa-cakes-hot-honey.md) - [Asian Cuisine Snack Cakes](https://www.trendhunter.com/trends/jaffa-cakes-yuzu-lemon.md) - [Swicy Snack Cakes](https://www.trendhunter.com/trends/mcvities-jaffa-cakes-hot-honey1.md) - [Cola-Flavored Snack Cakes](https://www.trendhunter.com/trends/mcvities-jaffa-cakes-cola-bottle.md) - [White Chocolate Jaffa Cakes](https://www.trendhunter.com/trends/white-chocolate-jaffa-cakes.md) - [Cross-Border Condiment Campaigns](https://www.trendhunter.com/trends/smuggler-marmite.md) - [Celebratory Biscuit Campaigns](https://www.trendhunter.com/trends/mcvities-chocolate-digestives.md) - [Springtime Snack Cake Promotions](https://www.trendhunter.com/trends/mr-kipling-and-cadbury-cake-easter-campaign.md)