New Canadian Cheerios Campaign Sheds Positive Light on Same-Sex Couples & Family

In its latest move to show its support of the LGBT community, General Mills is launching a new Cheerios campaign in Canada beginning with a television ad featuring a male same-sex couple and their adopted daughter.

According to Marketing magazine, the campaign dubbed the “Cheerios Effect” will include nearly a dozen videos on the internet and television ranging from 15 second spots to three-minute documentary shorts, all featuring a diverse range of stories across demographics.

Among them is this story of André, Jonathan and little Raphaëlle.

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

In 2014, for the first time ever, the company celebrated LGBT Pride by announcing the Lucky Charms #LuckyToBe Twitter campaign which focused on diversity and acceptance via digital photography.

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