The pcntl_exec() function works exactly like the standard (unix-style) exec() function.  It differs from the regular PHP exec() function in that the process calling the pcntl_exec() is replaced with the process that gets called.  This is the ideal method for creating children.  In a simple example (that does no error checking):
switch (pcntl_fork()) {
  case 0:
    $cmd = "/path/to/command";
    $args = array("arg1", "arg2");
    pcntl_exec($cmd, $args);
    // the child will only reach this point on exec failure,
    // because execution shifts to the pcntl_exec()ed command
    exit(0);
  default:
    break;
}
// parent continues
echo "I am the parent";
--
since this is not being executed through a shell, you must provide the exact path from the filesystem root.  Look at the execve() man page for more information.