Block has unveiled a national advertising campaign for MYO sandwich outlets in Perth, Melbourne, Adelaide and Brisbane, which is regarded as the leading sandwich chain in Australia.

The campaign will initially launch on Adshel street furniture and highlights MYO's unique self-service system, which invites patrons to 'Make Your Own' sandwiches, salads and pizzas using a selection of 65 ingredients.

The print advertisements are part of a complete re-branding of MYO, which encompasses everything from print, poster, signage, point-of-sale, in-store displays and uniform design, to on-street promotions and ambient advertising. The re-branding reflects the diversity of Block's communications offering and its experience in developing franchise brands, with Block employed as MYO's external marketing arm.

"We realised we couldn't do the advertising campaign in isolation to what was happening in-store – you couldn't solve one without solving the other. We cleaned up the identity and began refreshing the whole experience by designing advertising, concept stores, uniforms and graphic systems to help navigate the stores," says Mark Braddock, creative director at Block.

With 19 branches in Australia and 11 in Europe and Canada, MYO hopes to expand its franchise to 50 Australian stores by 2011. Block's advertising and branding will play a pivotal role in MYO’s expansion and will be rolled out to existing stores over the next 12 months.

"In the past there was no centralised control of the MYO brand, so it was a massive job integrating the franchises and bringing clarity to the brand. It was about taking a good idea that wasn't being executed to its full potential and freshening everything up, while introducing a system for branding, advertising, signage and photography," says Braddock.

The 'Make Your Own' concept was established by Nicholas Bird in Perth in 1994. The franchise was acquired by Byron Smith & John Smith in 2007.

More on Block's rebranding of MYO can be seen here .