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Doritos taps The Lonely Island for Super Bowl promo

BY Allison Cerra

PLANO, Texas — Doritos has kicked off its Crash the Super Bowl program with help from singing comedy trio The Lonely Island.

The program features a contest that encourages consumers to create a Super Bowl advertising spot for Doritos and will compete against both The Lonely Island and other consumers. If the ad scores No. 1 on the USA Today Ad Meter, its creator will win a $1 million bonus; however, if The Lonely Island Doritos ad scores No. 1 on the USA Today Ad Meter, Doritos will donate $1 million to the group’s charity of choice.

The Super Bowl XLVI broadcast is set for Sunday, Feb. 5, 2012, on NBC.

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Lay’s becomes official chip of Winnipeg Jets

BY Allison Cerra

WINNIPEG, Canada — PepsiCo Foods Canada announced that its Lay’s brand is partnering with National Hockey League team, the Winnipeg Jets, in an exclusive five-year deal that runs until the end of the 2015-2016 NHL hockey season.

As part of the partnership, Lay’s now is the official potato chip of the Winnipeg Jets.

"As a hockey-loving nation, I know I speak for a great many Canadians when I say how proud we are to welcome the Winnipeg Jets into the Canadian sports arena," PepsiCo Foods Canada VP marketing Jason McDonell said. "Teaming up with the Winnipeg Jets was a natural and obvious fit for us &dmash; two brands who value hometown pride and enjoy supporting Canadian communities."

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William Stiritz named Post Holdings CEO

BY Allison Cerra

ST. LOUIS — A few months after announcing the spinoff of its Post Foods business, Ralcorp Holdings has appointed a new leader for the cereal producer.

Ralcorp chairman William Stiritz will serve as CEO of Post Holdings. Stiritz also will serve as board chairman for Post Holdings, Ralcorp said.

"I am excited to lead Post forward and strongly believe in its future as an independent public company," he said. "As we work through the separation process, we continue to plan for the future of Post, including its strategy, financing, marketing and other core corporate functions necessary to succeed. We remain fully committed to growing the brand and taking the steps necessary to create enhanced shareholder value."

In related news, Ralcorp also announced that James Holbrook will join Post Holdings as EVP marketing, effective Oct. 3.

As previously reported by Drug Store News, Ralcorp’s board unanimously agreed in principle to separate Ralcorp and Post Foods in a tax-free spinoff to Ralcorp shareholders. Ralcorp shareholders will hold shares of two stand-alone, publicly traded companies: Ralcorp and Post Foods.

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