Marks and Spencer Food

This is not just an in-house agency. This is an in-house agency that, since 2019, has created every single piece of work for M&S Food across advertising, sponsorship, editorial, photography, CRM and online content, by a team of just 35 people.

Led by Robbie Black, the in-house team have a strong culture built around honesty, openness, and a real focus on craft and attention to detail. In 2024, the team created over 70 TVCs, ranging from the blockbuster Christmas campaign featuring Dawn French and Fairy, the award-winning 18-week long Farm to Foodhall campaign featuring Tom Kerridge; sent over 500 million emails and created 6000 high quality still images, thousands of recipes and editorial articles. Way beyond advertising, their 2025 Brand Refresh influenced every single touchpoint, including Store Design and Packaging. With media innovation at the heart of the team’s ethos, 2024 also saw the production of two hit primetime ITV1 AFPs Cooking with the Stars and Tom Kerridge Cooks Britain.

Far from being ‘just’ an in-house agency, the team are so fully integrated into the M&S Food business that they are not considered to be an ‘agency’ at all. They have helped to drive the marketing, commercial and product development strategy for the Food business, bringing a business-wide focus to the three key pillars of Relevance, Quality and Trusted Value. Marketing has been integral in shifting customer perceptions from “Special Occasion” to “Everyday Shop”, and the in-house team have been at the very heart of this remarkable marketing-led turnaround.