McDonald’s introduced the “I’m Lovin’ It” slogan in 2003.
The phrase became one of the company’s most recognizable global branding lines and was launched as part of a worldwide marketing campaign. The campaign used the “ba da ba ba ba” musical signature alongside the slogan, helping connect McDonald’s advertising across multiple countries and languages.
The slogan is sometimes dated incorrectly to the early 2000s generally, but 2003 is the specific launch year. It followed earlier McDonald’s advertising lines such as “You Deserve a Break Today” and “We Love to See You Smile.”
The campaign was notable because McDonald’s used one central identity internationally while adapting advertisements for local markets. The phrase remained associated with the brand for many years, making it one of the longest-running modern slogans in McDonald’s advertising history.