Block has launched a tactical advertising campaign for MYO sandwich outlets in Perth in the lead up to this weekend’s State elections.

The campaign makes a playful quip at this year’s candidates with the tagline, ‘Wouldn’t it be great to have a real choice for a change?’ alongside photographs of party leaders Colin Barnett (Liberal Party) and Premier Alan Carpenter (Labor Party).

The campaign introduces two sandwiches named in honour of the candidates, with recipe cards now being distributed in-store: ‘The Carpenter’, made by adding more and more cheese; and ‘The Barnett’, made by ‘making it up as you go along’.

“Obviously we’re trying to tie the current wave of public sentiment with MYO’s core positioning, which is all about choice,” says Mark Braddock, creative director at Block in Perth.

“There’s been a lot of discussion in Western Australia about whether the two main parties offer anything different, which provides a nice opportunity to speak about a brand that offers oodles of choice.”

MYO (Make Your Own) is one of Australia’s leading sandwich franchises, whose point of difference revolves around consumers hand-picking their ingredients precisely to their tastes – a luxury not always afforded to Australians when electing their politicians.


Block and MYO had just one day to turn the campaign around in order to launch the advertisement prior to this Saturday’s election on 6 September.

The print advertisement launches on Wednesday 3 September. MYO will also host guerrilla stunts at voting booths on election day.