McDonald’s first launched its “I’m Lovin’ It” campaign in Munich, Germany.
The international debut took place in September 2003. McDonald’s selected the German city for the initial rollout before extending the campaign to other markets around the world.
The phrase was designed to be simple and adaptable across languages and advertising formats. Its accompanying musical motif helped connect television commercials, radio spots, and later digital advertising under one recognizable identity.
Chicago is often guessed because McDonald’s is headquartered in the Chicago area, but the campaign’s first launch was in Munich. The launch city is therefore a branding-history detail separate from the company’s corporate headquarters and U.S. advertising operations.