Context.

Unox, founded in 1937, is known not only for its iconic smoked sausages, soups, and sauces, but also for beloved national traditions like the New Year’s Dive. With a rich history, Unox has earned a special place in the hearts of the Dutch.

Insight.

Unox recognized the need to respond more quickly to market changes and improve the efficiency of its media and product launches. Traditional ways of working were no longer sufficient in a rapidly evolving landscape. The team aimed to maximize customer focus, achieve more with the same resources, and strengthen collaboration with stakeholders both inside and outside the team.

After analyzing the key challenges, the decision was made to introduce a new way of working based on Agile principles. This approach promised greater adaptability, faster decision-making, and a more empowered and aligned team culture.

Activation.

Together with the team leader, a clear action plan was developed. During a dedicated team day, the entire Unox team was immersed in the “why,” “what,” and “how” of the new way of working. The focus was placed on customer-centricity, transparency, and collaboration.

Once the goals and priorities were defined, a digital board was introduced to make everyone’s work visible. Projects that didn’t contribute to the main objectives were discontinued, allowing the team to focus on initiatives that truly added value to the brand.

The team then adopted a fixed two-week rhythm. Complex projects were broken down into smaller deliverables, each to be completed within a sprint. Every two weeks, the team came together to review what had been delivered, reflect on how they worked together, and plan the next cycle. Crucially, they also discussed what support they needed to achieve their goals—enabling leadership to remove blockers in real time.

To strengthen customer focus, monthly sessions were introduced where the team could pitch media and product launch ideas directly to real consumers. The feedback gathered during these sessions proved to be highly valuable. By collecting input early and frequently, the team was able to pivot quickly and avoid investing time and resources in ideas that didn’t resonate with the target audience.

Impact.

The Agile transformation helped Unox achieve its goals and strengthen its position in the market. The flexibility and adaptability gained through this new way of working enabled the brand to respond more effectively to customer needs while delivering strong business results.

Liane Lens, Senior Brand Manager Unox reflects: “The advice directly contributed to brand growth – resulting in increased market share, revenue, and profit margins”.