[10] While Roxanne was pregnant with their first son, Mark created a blog named "LadBaby", reflecting on the fact that he "was a lad and [he] was having a baby".

LadBaby's video content, uploaded onto their Facebook and YouTube accounts, consists mainly of vlogs in which Mark demonstrates life hacks which help him to save money when faced with potentially costly parenting tasks.

[15] Other viral videos include two uploaded in February 2018, when the Hoyle couple had each other's cars wrapped with love heart stickers and photographs of their faces.

[33][34] On 21 December 2020, LadBaby released an additional duet version of "Don't Stop Me Eatin'", which featured Ronan Keating performing the song with Roxanne.

[35][36] On 22 December 2020, James Masterton (the chart analyst for Music Week)[37] reported that the single had sold over 116,000 copies so far, a total which included both the original and the version with Ronan.

[43][44] In an interview with the Official Charts Company in 2021, LadBaby hit out at people buying rival Christmas single "Boris Johnson Is a Fucking Cunt" by Kunt and the Gang, saying "it takes a certain sort of person to download a song with that in the title", and falsely claimed the Kunts' single wasn't raising money for charity when donations were being made to Mind and Cardiac Risk in the Young.

[50] The acoustic version also came with a new video recorded at St Margaret's the Queen Church (as it is where the Norwood and Brixton Food Bank is located), featuring the Hoyles alongside stroke survivor Donna Kennedy and her 12-year-old son Ronan.

[56][57] Ladbaby Also Released a Cover Single of "Food Aid" With Bents Green School on 20 December 2022, which also Reached Number 1.

[7] In June 2018, following an online public vote, Mark won Clas Ohlson's 2018 "Celebrity Dad of the Year" award, beating Prince William and others.

[62] In October 2020, Mark and Roxanne announced they had partnered with Walkers to create limited edition sausage roll-flavoured crisps,[63][64] with five pence of the proceeds from each pack going to The Trussell Trust.

In September 2021, the couple visited Greythorn Primary School, which Mark attended as a young child, to announce they had written a children's book, Greg the Sausage Roll: Santa's Little Helper, to be released in stores on 11 November 2021.

[78] In November 2022, the couple released another book, Greg the Sausage Roll: The Perfect Present, which reached #1 on the Children's Bestseller List.

[79] In June 2023, they released Greg the Sausage Roll: Wish You Were Here, with Puffin giving £1 to the Trussell Trust for every hardback sold by WHSmith, up to a maximum of £10,000.

Research has shown that rhyme and singing play a vital role in children’s development, fostering coordination, imagination, concentration, memory, confidence with language, and a love for reading.

Having experienced the joy of five Christmas number ones, we wanted to inspire the next generation of kids to start reading and celebrating the magic of Christmas through the power of song.”[82][83] In February 2024, the couple released Greg the Sausage Roll: Egg-cellent Easter Adventure, with 50p being donated from every paperback copy sold via WHSmith to The Trussell Trust, up to a maximum of £10,000 until 31 December 2024.

[86][87] In celebration of National Rollercoaster Day on 16 August 2024, LadBaby partnered with Alton Towers Resort to promote the release of Greg the Sausage Roll: The World’s Funniest Unicorn.

Prepare for the fun and excitement of our viral videos, now delivered straight to your living room for family enjoyment all year long.

We wanted Sausage Roll to be as fun and light-hearted as the LadBaby brand itself, creating a game that would bring families together for a lot of laughs.

From the quirky gameplay to the silly challenges, we’ve poured all of our creativity into designing something that’s truly unique, and we can’t wait to see people enjoying it this festive season.”[89][90]