Kellanova* partnered with DoorDash Ads to validate the incremental impact of strong existing performance on the platform. Through lift measurement on Sponsored Products, the team gained a clearer understanding of what advertising was actually driving, strengthening internal alignment and enabling more confident investment decisions.
Evaluating performance across retail media channels
Kellanova, the global snacking leader behind iconic brands like Pringles, Cheez-It, Eggo and Pop-Tarts, invests across a broad mix of retail media channels to drive growth.
DoorDash was already delivering strong results, but without a consistent way to measure incrementality, the team couldn't clearly separate what was driven by advertising from broader platform momentum, or evaluate performance across investments.
Without that comparability, it was difficult to confidently evaluate performance or prioritize where to invest next.
"We didn't have a clear benchmark to evaluate DoorDash against other retail media networks, which made it harder to compare performance consistently." - Erik Joergens-Kokate, Kellanova
Using Sales Lift Measurement to quantify results
To close that gap, Kellanova ran a Sales Lift Measurement study on Sponsored Products.
The study quantified the true incremental impact of advertising, giving Kellanova a standardized way to evaluate performance and understand advertising's contribution to growth.
The study measured:
Incremental growth (sales, ROAS, buyers)
Cost metrics (CPC, ad spend)
iROAS (incremental sales relative to cost)
"Sales Lift Measurement gave us a clearer way to understand performance and make more informed decisions about how to invest more effectively within our broader media mix." - Erik Joergens-Kokate, Kellanova
With a consistent measurement framework in place, performance shifted from directional insight to decision-ready clarity.
Validated results and business impact
Kellanova was already seeing strong results on DoorDash, particularly with placements like Collections, which capture both impulse-driven and planned purchase moments. Lift measurement validated those results, confirming that DoorDash Ads were driving measurable incremental sales and strong return on ad spend.
Results at a glance:
2.94X
iROAS
+45.7%
sales lift¹
Beyond topline results, the study delivered:
A clear benchmark for evaluating performance across retail media investments
Stronger internal alignment across stakeholders
A more credible, data-backed case for investment, ultimately removing a key barrier to scaling spend
Turning insight into investment
With a quantified view of incremental impact, Kellanova was able to define the opportunity and move from analysis to action.
The team could more confidently compare performance across channels, prioritize investment, and refine strategy — from bidding and campaign structure to brand-level optimization, recognizing that different brands and placements require different approaches to drive performance.
What started as a measurement exercise became a strategic unlock, turning performance into proof, and proof into investment.
"These insights were instrumental in securing alignment from category stakeholders to allocate incremental investment to DoorDash. It helped us quantify the opportunity and feel more confident in how we make investment decisions — all while giving us a clearer way to talk about performance within our broader growth strategy." - Erik Joergens-Kokate, Kellanova
Today, Kellanova is building on that foundation by scaling investment on DoorDash, refining campaign strategies across brands, and using incrementality to guide more confident, data-driven decisions across its media mix.
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*Mars Inc. acquired Kellanova on Dec. 11, 2025, though operations remain business as usual as we work through integration.
¹ iROAS ranged from 2.4x to 2.9x across three studies. The Cheez-It Sponsored Product study showed up to 45.7% sales lift.
