Knorr: effective or disgusting?

The controversial ads created by DDB Spain for Knorr Pasta Sauces have been awarded with the Bronze Lion in the category “Press advertising: savoury foods”.


The tiny copy says: “Not all sauces are tomato sauces“.
The idea might be good from a creative point of view, but I wonder how effective this campaign has been. I believe the first reaction these ads provoke is disgust so, considering the fact they’re promoting food, I’m not sure whether they drove or actually prevented purchase intention.