An animated pasta commercial featuring the classic character Popeye has been honoured with an Effie Award as the most effective commercial in its category.
The advert for Mama Lucchetti pasta was the brain child of Madre Buenos Aires and Popeye brand owner King Features.
The advert uses the iconic sailor to highlight the nutritional values of the Lucchetti Nutrivit line, touting the vitamins and iron that the pasta range prides itself upon.
Cathleen Titus, vice president of international licensing for King Features, said: "We are thrilled that our mighty Marnier has received this honour because we are always looking for advertising opportunities for the top-shelf properties we represent.
"The creative from Madre is terrific and we’re delighted that the advertising community recognised the excellence of the commercial."
The jury for the Effie Awards conducted market research among customers to see how effective the campaign was.
The market research revealed that the Popeye lead commercials enjoyed brand awareness increased to its maximum, the nutritive value was the highest for all pasta products and the campaign engendered positive feedback from the public on social media.