• by Karlene Lukovitz  @KLmarketdaily, May 12, 2014

Subway is running a campaign that spotlights that it bakes its own bread in-store each day, as well as its recent decision to remove a common chemical from its bread.

"Our bread is an important differentiator for us," CMO Tony Pace tells Marketing Daily.

The 30-second spot debuted during "60 Minutes" on May 4, and will run nationwide across major networks and cable channels for several months.

The spot points out that bread is the foundation of all of Subway's sandwiches. 

"So we're always trying to make it even better. That's why we added some ingredients [vitamin D and calcium] and took others out [high fructose corn syrup, trans fats, azodicarbonaminde].

Tagline:  "Bread is on the rise at Subway."

Subway announced in March that it would remove azodicarbonamide from its bread. 

The chemical is approved by the Food and Drug Administration, and used by many commercial bakers to strengthen dough (for example, McDonald's uses it in its McRib sandwich buns, according to CNN). However, the Center for Science in the Public Interest maintains that the chemical had been poorly tested, and has asked the FDA to reconsider whether it should be banned, based on concerns about potential carcinogenic risks.