A cereal that has marshmallow rainbows in it would be remiss if they didn't support the hell out of LGBT equality, so that's probably why Lucky Charms and General Mills are using their popularity to show support for humanity!
Honestly, they probably started the #LuckyToBe hashtag and campaign because it was the right thing to do — selling cereal because you're standing up for love is just a happy side effect! LOLz!
The new campaign encourages people with Pride to tweet and post online their reasons for why they're prideful using the hashtag #LuckyToBe! Here's what the press release says: