If you grew up in the US, it is pretty likely you loved eating those Lucky Charms.
It might have also occurred to you, with all those colors, shapes and rainbows, that might have been the queerest way to start your day as a kid.
And now, you’ve been proven right. The cereal, best known for its leprechaun mascot, is running a new campaign for Pride month.
They are asking fans to use the hashtag, #LuckyToBe, to express who they are and why that identity makes them lucky.
‘We don't all look the same, believe the same things, or love the same people,’ they say in the campaign video.
‘And that's a good thing. It makes our world more interesting. Special. Beautiful. Magical.’
GLAAD is also promoting the campaign, with the group’s vice president of communications and programs Rich Ferraro saying he was ‘excited to see a brand like that participate in Pride month.’
He said: ‘Lucky Charms has always been known as a family brand and it's only natural that they have chosen to celebrate all families.
‘This campaign is another sign that advertising is on its way out of the closet, with companies finding that it's a smart business decision to stand with LGBT people and the majority of Americans who support our community.’
Take a look at some of the examples fans have sent in so far, as well as the campaign video, below:
— Malevolence ♐ (@PrinceEros_) June 5, 2014
— Robert✝James (@holarobbie) June 20, 2013
— YULE LORD KRAMPUS (@ohcloudyworld) June 14, 2013