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Coca-Cola taps Natasha Bedingfield for holiday campaign

BY Allison Cerra

ATLANTA — Coca-Cola has tapped pop star Natasha Bedingfield for its 2011 fully integrated holiday marketing campaign.

As part of the campaign, Coca-Cola will launch Bedingfield’s version of the holiday anthem, “Shake Up Christmas,” in six languages, along with new television spots, online and mobile experiences, in-store promotions and packaging.

This year’s campaign, the company said, builds on its 2010 campaign that surrounded the world inside Santa Claus’ snow globe, where people who are bogged down by their regular day-to-day activities are brought together to celebrate the holidays and enjoy moments of happiness. Additionally, components of this year’s digital campaign include an application to create and share personalized Christmas greetings by cropping a photo into a dance performance to “Shake Up Christmas,” a Facebook gaming application and gifting of mobile assets, such as customized Christmas wallpaper and ringtones.

“The holidays, in particular, are a time when people take pleasure in coming together and honoring tradition,” Coca-Cola SVP sparkling brands Shay Drohan said. “Last year, we added the snow globe to our lexicon of iconic holiday images that includes Santa Claus and the Coca-Cola Holiday Caravan trucks. This year, we continue the tradition of holiday storytelling, but we’ve refreshed the campaign with new creative and Natasha Bedingfield’s unparalleled talent.”

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PLMA: Buying private-label Thanksgiving items could help consumers save nearly 33%

BY Allison Cerra

NEW YORK — Opting for private-label Thanksgiving staples could help consumers save nearly 33%, according to a new survey conducted by the Private Label Manufacturers Association.

The PLMA concluded this after assembling a market basket of 40 private-label food and nonfood items and compared it with a market basket of 40 national-branded food and nonfood items. The association found that consumers would save $45.13 (or 32.8%) on average by purchasing the private-label products, compared with the same market basket comprised entirely of national brand products, which would run up a grocery bill totaling $137.44.

The market basket included such food items as stuffing mix and cranberry sauce, canned corn and green beans, refrigerated crescent rolls, turkey gravy, baking shells, whipped cream, pancake mix and real maple syrup, sandwich bread, butter, soda crackers and breakfast cereal. The market basket also contained such nonfoods as aluminum foil, a meat thermometer, paper towels and napkins, antacid tablets and pink bismuth stomach remedy.

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Ralcorp adds two members to board

BY Allison Cerra

ST. LOUIS — Ralcorp Holdings announced that it will add two directors to its board, effective upon the separation of the company’s Post cereals business.

Ralcorp said Barry Beracha, EVP at Sara Lee and CEO of the Sara Lee Bakery Group, and Patrick Moore, president and CEO of investment and advisory firm PJM Advisors, have joined its board.

"We are extremely pleased that Barry and Pat have agreed to join our board of directors," Ralcorp vice chairman Pat Mulcahy said. "Barry’s and Pat’s proven leadership skills make them excellent additions to our board. I look forward to leveraging their expertise and counsel in the years ahead."

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