General Mills makes bold, pro-gay move with Cheerios ad featuring gay parents


Staff Reports

In its boldest, pro-gay move yet, General Mills is launching a new Cheerios campaign in Canada with a television ad centering around a same-sex couple and their daughter.

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The “Cheerios Effect” campaign will include nearly a dozen videos on the internet and TV ranging from 15 seconds to three-minute mini-documentaries, all featuring a diverse range of stories across demographics, reports Marketing magazine.

Among them is the story of André, Jonathan and Raphaëlle, two gay fathers who have adopted a young girl.


The ad is the latest pro-gay move by General Mills.

In 2012, General Mills, based in Golden, Minn., made headlines when it came out in opposition to a proposed constitutional ban on same-sex marriage in its home state of Minnesota. The ban was defeated by voters later that year.

This year the company celebrated LGBT Pride for the first time, by releasing the Lucky Charms #LuckyToBe campaign.

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