Lucky Charms Cereal Celebrates Pride With Rainbow Marshmallows

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Lucky Charms honored LGBT Pride month on Facebook yesterday by posting an image of one of the cereal’s marshmallow rainbows, with the caption, “Being brave enough to be yourself. #LuckytoBe Original.”

Related: Lucky Charms, Banana Republic, More Go Gay For Pride

Its part of the breakfast food’s new “#LuckyToBe” campaign, which invites consumers to submit a photo and share “how you make our world colorful!”

In the text accompanying a promo video (below), Lucky Charms said the point was “celebrating individuality, diversity and inclusiveness.”

“We are honoring everything that makes each of us special and adds color to our world—just like the marshmallow charms in our cereal,” said Michael Lenahan, associate marketing manager for Lucky Charms. “We are celebrating everyone who is proud to live life on their own terms and love every second of it.”

Last year, the #LuckyToBe campaign inspired more than 3 million Tumblr posts and 2 million Facebook “Likes.” The company is also sponsoring the Stonewall Columbus Pride Festival on June 20 and Minneapolis’ Twin Cities Pride Parade on June 29.

Lucky Charms’ parent company, General Mills, has stood with the LGBT community in the past. When an amendment to ban same-sex marriage was proposed in Minnesota, where GM, is headquartered, the company issued a statement opposing the measure. “We value diversity,” it read. “We value inclusion. We always have—and we always will.”

Dan Avery is a writer-editor who focuses on culture, breaking news and LGBT rights. His work has appeared in Newsweek, The New York Times, Time Out New York, The Advocate and elsewhere.