California Tortilla's guerrilla marketing

I follow a company named California Tortilla, an east coast restaurant chain. I got onto their e-newsletter list and receive an e-mail every week or two from (possibly even a fictitious) lady who calls herself "Pam, aka the lady on the cup." Of the many e-newsletters I get, I probably enjoy this one the most, primarily due to its lighthearted attitude and slightly twisted humor. There's nothing much cheaper than an e-newsletter to get the word out, and I have a very strong positive impression (goodwill) toward them because of this e-letter. I consider it a form of effective guerrilla marketing. Check them out, sign up for the newsletter and get a free taco at www.californiatortilla.com
Keith