Integrated, Social, Event

To celebrate Pride Month and the release of the new Lucky Charms  rainbow marbits (yes, that's what those little marshmallow things are called), we wanted to remind me people why being different is the most wonderful thing you can be. That's why we launched #luckytobe, a simple social campaign that asked people to express why they are #luckytobe who they are.  

We didn't have a lot of money. And we didn't have a lot of time. But this campaign proved that genuine, simple ideas trump small budgets and big obstacles. 


Gold Regi Award - Outstanding Achievement in Multicultural Campaign (2014)

Ad Color Futures - Ad of the Year Award (2014)

AAF Mosaic Award - Multicultural Digital Media Usage (2014)

ANA Multicultural Excellence Award (2013)

ANA Multicultural Award Grand Prize Digital (2013)

ANA Multicultural Award Grand Prize LGBT (2013)

ANA Multicultural Award Significant Results (2013)

Sometimes the best thing a brand can do is lean into the conversation that’s already going on around it. And that’s exactly what Lucky Charms, a brand that some people have always seen as a little queer, is doing, in part to support LGBT Pride Month.
— Adweek
General Mills has come out in support of the gay community for Pride, and what better way to show their love than with the Lucky Charms marshmallow rainbow?

The “magically delicious” cereal is serving as the face of the new #LuckyToBe campaign which encourages people with Pride to tweet and post online their reasons for why they’re prideful using the hashtag #LuckyToBe.
— Huffington Post
After publicly coming out in support for marriage equality in Minnesota, the company gained praise from the LGBT community.
So far, almost all comments about “Lucky to be” have been “really positive,” Mr. Pearson said, without the kind of reaction suffered by a commercial with an interracial cast for another General Mills cereal, Cheerios.
— New York Times
Your Childhood Theory Lucky Charms was Gay Friendly is Totes True
— ROYGBIV Jezebel
General Mills, Lucky Charms celebrate Pride with #LuckyToBe campaign
— LGBT Nation
The feel-good campaign, entitled “#LuckyToBe,” encourages people to use that hashtag to share what makes them unique and what makes them feel lucky.
— Agency Spy