McDonald's first used the slogan “I'm Lovin' It” in a global campaign in 2003.
The campaign launched in Munich, Germany, in September 2003 and became McDonald's first global advertising campaign. Its branding combined the spoken slogan with a distinctive five-note musical signature, which became one of the company's most recognizable audio marks.
The phrase was written in the first person, giving the campaign a conversational and upbeat tone. McDonald's used it across television, radio, packaging, digital media, and other international marketing channels.
The slogan is sometimes dated to the earlier release of a related Justin Timberlake recording, but the McDonald's global campaign itself began in 2003. That distinction separates the campaign launch from individual music and promotional releases connected with it.