IN A BID to break into the $2.17 billion U.S. tortilla chip market, Procter & Gamble has begun a $60 million advertising effort to introduce a new chip to the salsa dippers of the world.
A key component of the ongoing promotion was a 3.5-million-piece direct mail campaign, which dropped between Jan. 25 and Feb. 4. The trifold mailer played up the bowl shape of Torengos chips with copy like
