McDonald's launched the “I'm Lovin' It” campaign in 2003.
The campaign began in Munich, Germany, in September 2003 and was then introduced internationally. Its short, conversational phrase became a global brand platform and was paired with the well-known “ba da ba ba ba” musical signature.
The campaign is sometimes dated to 2002 because McDonald's tested or prepared related work before the global rollout. The worldwide launch date generally cited for the campaign is 2003. Justin Timberlake appeared in an early promotional music video, but the campaign's slogan and jingle became broader corporate branding rather than a song credited only to one performer.