Heye & Partner created McDonald’s “I’m Lovin’ It” campaign.
The campaign began in 2003 and was developed by the German agency Heye & Partner. McDonald’s adopted the phrase as a global campaign platform, making it one of the company’s most internationally recognizable advertising lines.
The campaign’s launch included music associated with Justin Timberlake, whose vocal performance appeared in the original advertising. The campaign was later connected with a jingle and multiple adaptations for different markets.
The slogan is often attributed to a singer or to McDonald’s global marketing team rather than to the agency that created the campaign. Timberlake performed in related advertising, but Heye & Partner was the agency responsible for developing the campaign concept.