this is why this site rocks! thanks SO MUCH everyone! all good results. ANDYONG I think you nailed it! I'll have to try your recommended settings. I think your tones on the leaves, etc are the closest to example.
for what it's worth, while I was waiting for responses, I gave it a go myself on a different photo from the same shoot. not quite as close to the bebe campaign as ANDYONG's... but a slight different effect. If anyone is interested, I'll be happy to share how I did it. http://www.flickr.com/photos/digitalgopher/3608054642/
thanks again all!