McDonald's launched its “I'm Lovin' It” campaign in Germany in 2003.
The campaign debuted in Munich in September 2003 before expanding internationally. It was developed as a global branding platform, allowing McDonald's to use one central line across many markets while adapting advertising details locally.
The campaign is notable because its launch was not first staged in the United States, even though McDonald's is an American company. Its rollout helped create one of the longest-running global slogans in the company's history.
The slogan is often discussed alongside the campaign's music, including the recording associated with Justin Timberlake. The launch country and the performer are separate facts.