Kraft’s claim that its content marketing is more effective than its advertising doesn’t surprise me.
Kraft have clearly been been publishing recipes for years (one of the more popular content categories online), and so I would expect them to have built up loads of data and experience on what is working and what isn’t. And it looks as if they have not been afraid to fail often to build that experience.
It is helped by the fact that they clearly keep the production costs within check, rather than splashing out on costly acting, scripts and locations.
Give people something they are interested in, fail often to learn, and keep production costs low. That’s food for thought for other industries.