Betty Crocker celebrates gay rights with rainbow cakes ahead of Minnesota Pride

Rainbow cakes celebrating gay rights and a redefinition of the American family that embraces diversity are at the centre of social media activity by the once-conservative baking brand Betty Crocker.

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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, showing their support for gay rights.

The images of the creations being posted on a dedicated portal and will 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

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

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