McDonald’s launched the “I’m Lovin’ It” campaign in 2003.
The campaign became one of McDonald’s most globally recognizable branding programs. Its short phrase was designed to work across languages and markets, while the accompanying melody gave the campaign an especially memorable audio identity. McDonald’s used the line in television commercials, packaging, restaurant materials, and other promotional channels.
The campaign’s development involved the advertising agency Heye & Partner, and the slogan was adapted for a worldwide rollout. Justin Timberlake was associated with the original English-language recording used in the campaign’s launch materials, while the production and advertising work involved multiple creative contributors.
“I’m Lovin’ It” is sometimes dated incorrectly because McDonald’s had used many earlier slogans, including “You Deserve a Break Today.” The 2003 launch marked a new global campaign rather than the beginning of McDonald’s advertising itself.