In McDonald's branding history, the 2003 “I'm Lovin' It” campaign introduced the global slogan of the same name.
McDonald's launched the campaign internationally in 2003, making it the company's first global advertising campaign. The slogan was paired with a short musical hook and a lowercase “i'm lovin' it” visual style that appeared across television, packaging, restaurants, and digital advertising.
The campaign was developed with the advertising agency Heye & Partner, while the English-language song became strongly associated with a recording by Justin Timberlake. The slogan itself was intended to express enjoyment of food and the McDonald's experience.
It is distinct from earlier national slogans such as “You Deserve a Break Today” and “We Love to See You Smile.” Those lines belong to previous advertising eras.