30-year-old comedian Donal Coonan has spent an entire week traveling the UK on behalf of the desert brand McTivie's Jaffa Cakes. 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 will leave lasting impressions on UK citizens, largely to the benefit of Jaffa Cakes sales.
Images Courtesy of Mischief PR
Country-Wide Culinary Tastings
Jaffa Cakes Representatives Travel the UK to Offer Public Samples
Trend Themes
1. Aggressive Marketing Campaigns - The Jaffa Cakes' country-wide culinary tastings campaign demonstrates the potential for aggressive marketing strategies to create lasting impressions on customers.
2. 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.
3. 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.
Industry Implications
1. 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.
2. 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.
3. 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.