General Mills Chooses Lucky Charms To Celebrate Pride Month For The First Time

General Mills has decided to use its iconic cereal, Lucky Charms, to join in the Pride Month celebration. They have created the Twitter hashtag #LuckyToBe, and are asking Lucky Charms lovers to tweet how their own identity makes them feel lucky.

GLAAD has joined in promoting the hashtag, with Vice President of Communications and Programs Rich Ferraro praising the Fortune 500 Company for the decision to join in the LGBT celebration:

“Lucky Charms has always been known as a family brand and it’s only natural that they have chosen to celebrate all families. This campaign is another sign that advertising is on its way out of the closet, with companies finding that it’s a smart business decision to stand with LGBT people and the majority of Americans who support our community.”

General Mills, based in Golden Valley, Minnesota was picketed in 2012 by the anti-gay group, Minnesota for Marriage, because the company publicly opposed a ban on same-sex marriage. But this is the first time the company has publicly celebrated Pride Month. Using the magical rainbow cereal Lucky Charms seems a really good fit.