MINNEAPOLIS: Rainbow cakes celebrating gay rights and a redefinition of the American family that embraces diversity are at the center of social media activity by the once-conservative baking brand Betty Crocker.
The General Mills-owned baking brand, which last year became a supporter of gay marriage when it provided cakes to same-sex newlyweds, is asking people to bake rainbow cakes and take photos of them to show their support for gay rights.
The images are being posted on a dedicated portal. They will also be on display on Betty Crocker’s stand at this weekend’s Minnesota Pride event.
The social push builds on Betty Crocker’s Families Project, which includes a video describing how the model of the American family has evolved.
"Marriage and family have changed more in the last 35 years than in the last 350," says the video.
Client: Perteet Spencer, marketing manager, Betty Crocker
This article originally appeared on the website of Marketing.