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Known as the “first lady of food,” Betty Crocker has spent more than 90 years dispatching kitchen advice, including selling more than 75 million cookbooks since its first one was published in 1942. But of late, the fictional brand icon has taken on a new mission as a supporter of gay marriage.

The General Mills-owned brand began winning attention for the cause in August of last year by providing cakes to same-sex couples who got married in Minnesota after the state legalized gay married. Now Betty is following up on that high-profile gesture by donating cakes to couples marrying during the Twin Cities Pride event this weekend, which celebrates LGBT equality with a parade and festival in Minneapolis, which is where General Mills is headquartered.

Meanwhile, a General Mills-backed LGBT employee group called “Betty’s Family” will have a float at the parade and the company has invited several married gay couples to march alongside. Lucky Charms, also owned by General Mills, is also expected to have a presence.

Continue reading at AdAge.com