The answer depends a lot on whether this is in a comment or a string.
If it's in a comment, there's no question: you should use raw UTF-8, so it should appear as:
/* Jörgen Adam */
If the user reading the file has a misconfigured/legacy system that treats text as something other than UTF-8, it will appear in some other way, but this is just a comment so it won't affect code generation, and the ugliness is their problem.
If on the other hand the UTF-8 is in a string, you probably want the code to be interpreted correctly even if the compile-time character set is not UTF-8. In that case, your safest bet is probably to use:
"J\xc3\xb6rgen Adam"
It might actually be safe to use the UTF-8 literal there too; I'm not 100% clear on C's specification of the handling of non-wide string literals and compile-time character set. Unless you can convince yourself that it's formally safe and not broken on a compiler you care to support, though, I would just stick with the hex.