#LuckyToBe Campaign Launches

Lucky Charms™ Celebrates the Magic of the Marshmallows Among Us

Encourages Everyone to Share Why They Are Lucky To Be

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Jun 03, 2014, 09:00 ET

MINNEAPOLIS, June 3, 2014 /PRNewswire/ -- Lucky Charms™ cereal is launching its second annual #LuckyToBe campaign, celebrating individuality, diversity and inclusiveness. The magically delicious cereal brand is encouraging fans everywhere to share why they are #LuckyToBe [Click Here To View Video].

To view the multimedia assets associated with this release, please click: http://www.multivu.com/mnr/7235651-general-mills-lucky-charms-second-annual-luckytobe-campaign

Lucky Charms #LuckyToBe Campaign Celebrates All Marshmallows Among Us (PRNewsFoto/General Mills)

"We are honoring everything that makes each of us special and adds color to our world – just like the marshmallow charms in our cereal," said Michael Lenahan, associate marketing manager for Lucky Charms. "We are celebrating everyone who is proud to live life on their own terms and love every second of it."

Lucky Charms is encouraging its fans from all walks of life to express themselves and show how they help make the world a more colorful place. Fans are asked to be part of the Luckyto.be community – sharing messages, photos and videos across social media using #LuckyToBe. Last year, the #LuckyToBe campaign inspired more than 3 million Tumblr posts and 2 million Facebook likes from people across the country. This year, Lucky Charms is hoping even more join the celebration, sharing why they are lucky to live in a colorful, diverse world, leaving it a little more colorful than they found it.

In addition to the #LuckyToBe online activity, Lucky Charms is participating in the Run or Dye 5K in Nashville, Tenn. on June 14^th, the Stonewall Columbus Pride Festival on June 20^th and 21^st in Columbus, Ohio, and the Twin Cities Pride Parade/5K on June 29^th in Minneapolis. Participants will be invited to share what makes them proud to be who they are and why they are "lucky to be," tagging all social posts with official campaign hashtag #LuckyToBe. For more information and to view exclusive video content, visit http://luckyto.be.

About General Mills
General Mills is one of the world's leading food companies, operating in more than 100 countries around the world. Its brands include Cheerios, Fiber One, Haagen-Dazs, Nature Valley, Yoplait, Betty Crocker, Pillsbury, Green Giant, Old El Paso, Wanchai Ferry, Yoki, and more. Headquartered in Minneapolis, Minn., USA, General Mills had fiscal 2013 worldwide sales of US $17.8 billion.

To view the multimedia assets associated with this release, please click: http://www.multivu.com/mnr/7235651-general-mills-lucky-charms-second-annual-luckytobe-campaign

SOURCE General Mills