Whilst Marks and Spencer and Sainsburys invest large sums in big budget feature-length commercials slogging-it-out over which has the longest and more illustrious retail history, in a quiet little corner of Norfolk is a store with no less a claim to a place in the retail hall of fame. And JMS recently made a (far more modestly priced) 20-second TV commercial celebrating the fact.

Roys of Wroxham was founded in 1895 to supply travellers to the Broads and residents of nearby villages with fresh local produce. By the 1930s it was being billed as ‘The largest village store in the world!' and over 100 years later it’s still supplying its area with local produce and global brands on equal terms with many far bigger national names. The joy of this commercial was using original photos, the early handcart especially.