#LuckyToBe

General Mills kicked off LGBT Pride Month in 2014 in a big, all-encompassing way with one of its most iconic breakfast cereals. Lucky Charms’s #LuckyToBe campaign encouraged consumers to express themselves and show how they helped make the world a more colorful place by sharing messages, photos and videos across social media using #LuckyToBe. The campaign purposely did not reference the LGBT community in any direct way. Instead, the “magically delicious” message celebrated "everyone who is proud to live life on their own terms and loving every second of it. The campaign inspired more than 3 million Instagram posts and 2 million Facebook likes from people across the country.