McDonald's “I'm Lovin' It” campaign was first developed in Germany. The global slogan therefore has an origin outside the United States, even though McDonald's is an American company.
The campaign was developed with the German agency Heye & Partner before McDonald's adopted and rolled it out internationally in 2003. This marked a significant change in the company's advertising approach: a campaign originating in one market could become a unified global platform.
The slogan is sometimes assumed to have been written first by McDonald's headquarters in the United States because of the brand's origins. The campaign's German development and international launch show how multinational branding increasingly drew ideas from markets around the world.