---
title: Didion Tortilla Industry Association Ad
type: article
created: '2026-01-28'
updated: '2026-01-28'
source_docs:
- raw/2026-01-28-didion-marketing-call-117836795.md
tags:
- client-didion
- print-design
- advertising
- tortilla-industry-association
- urgent
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Didion Tortilla Industry Association Ad

## Overview

A full-page advertisement for the **Tortilla Industry Association (TIA) membership publication**, surfaced as an urgent request during the [[wiki/clients/didion/_index|Didion]] marketing sync on 2026-01-28. The contract and budget were approved the day before the meeting, leaving an extremely short turnaround — deadline is approximately Monday or Tuesday of the following week.

**Ad specs:** 8.5" × 10.5", no bleed, full page.

## Context

Diana Henry brought this up mid-meeting after just receiving the signed contract. The opportunity was not anticipated in advance; it is an annual publication placement. No bilingual requirement was confirmed, though the question was raised given the Tortilla Industry Association's audience.

The source material being considered as a starting point is the existing **Corn Masa sell sheet**, created by Michal in Illustrator and stored in the Didion client folder under `Client Provided > Source Files` (to be renamed "Masa Arriba Source Files").

## Design Approach

### Proposed Direction (discussed on call)

- Adapt the existing Corn Masa sell sheet layout to fit the full-page ad format
- Reduce the prominence of the "Corn Masa" headline — it doesn't need to dominate
- Consolidate supporting copy; remove elements that don't serve the ad context
- Add a Didion brand call-to-action, e.g., **"Discover the Didion Difference"** with contact information
- Retain key product visuals; consider whether current photos are appropriate for the TIA audience

### Challenge

Diana's initial plan was to import the Illustrator source file into Canva and adapt it herself. Melissa flagged that this workflow is inefficient — the time Diana would spend wrestling with the file conversion could exceed the time it would take the design team to produce the ad directly.

> *"In the time that you're going to mess around with it, we could potentially have done it in half the time."* — Melissa Cusumano

## Decision Point

As of the meeting close, **no final decision was made** on who would design the ad. Diana was weighing:

1. **Melissa / Asymmetric design team** produces the ad directly (faster, higher quality)
2. **Diana adapts the file in Canva** herself (avoids last-minute ask, but slower and lower fidelity)

Diana was leaning toward attempting Canva first but acknowledged the capacity and skill gap. Melissa offered to help if Diana could provide a rough content sketch and direction.

## Action Items

| Owner | Action |
|-------|--------|
| Diana | Decide: have Melissa design the ad, or proceed with Canva adaptation |
| Diana | If handing off — provide content direction and any copy/layout notes to Melissa |
| Melissa | If taking on — adapt Corn Masa sell sheet in Illustrator to TIA full-page ad specs |

## Source Assets

- **Corn Masa Sell Sheet (Illustrator):** Located in Didion Google Drive → Client Provided → Source Files (Masa Arriba)
- **Ad Specs:** 8.5" × 10.5", no bleed

## Related

- [[wiki/clients/didion/_index|Didion Client Overview]]
- [[wiki/meetings/2026-01-28-didion-marketing-call|2026-01-28 Didion Marketing Call]]