The Minnesota group pushing the proposed amendment to ban same-sex marriage is breaking from a well-tested campaign playbook, launching a more aggressive effort than past campaigns in other states.

Amid an unrelenting assault from the other side, Minnesota for Marriage attempted to wage a boycott of General Mills last week, in part to spook other companies from joining the Minnesota-based food giant in opposing the amendment.

“Each campaign is different,” deputy campaign manager Andy Parrish said while standing across from General Mills’ headquarters during a lunchtime rally. “You have to adapt and change.”

In what is emerging as a high-stakes fight nationally, amendment supporters are refining a formula that has succeeded without exception in 31 other states, to ensure Minnesota doesn’t break that streak.

With more than 18 months to prepare, marriage amendment opponents have assembled an unprecedented and well-financed campaign, vastly outraising supporters while amassing an A-list of powerful and politically collected allies that include everyone from DFL Gov. Mark Dayton to the CEO of General Mills to even some religious leaders.

Minnesota law already forbids same-sex marriage, but amendments supporters want voters to cement it into the state Constitution to prevent judges or future legislators from changing it. Opponents are waging a fierce campaign to defeat the amendment and eventually hope to legalize same-sex marriage in the state.

Minnesota for Marriage leaders are heading into the summer months with a dogged focus on keeping supporters energized and pushing back hard if other Minnesota businesses surface to oppose the amendment.

When General Mills stepped into the fray, Minnesota for Marriage immediately issued news releases that said “the Green Giant, Lucky Charms, Cinnamon Toast Crunch, Kix and Trix have all declared war on Marriage” and that the company was promoting “genderless marriage.”

Parrish, a former chief of staff and top campaign staffer for Republican U.S. Rep. Michele Bachmann, said of his tactics, “If they want to come out and support one side or the other, we are going to let them know they got customers on each side.”

General Mills officials later said the boycott did not hurt their business.

This article originally appeared on: http://bangordailynews.com/2012/07/02/politics/gay-marriage-opponents-follow-more-aggressive-strategy-in-minnesota/