What global campaign phrase did McDonald's introduce in 2003?

McDonald's introduced the global campaign phrase “I'm lovin' it” in 2003.

The campaign marked a move toward a unified international brand message. McDonald's used the phrase across television, music, packaging, restaurants, and digital advertising, with the lowercase styling becoming part of its visual identity. The campaign was developed with advertising agencies and launched internationally rather than as a slogan limited to one national market.

The associated advertising music helped the phrase become especially recognizable. Justin Timberlake recorded a song connected with the campaign, while the “ba da ba ba ba” mnemonic became a recurring audio signature in McDonald's advertising.

The phrase is sometimes confused with older McDonald's lines such as “You Deserve a Break Today.” It is also occasionally attributed solely to a performer or songwriter, but it functioned primarily as McDonald's worldwide brand campaign.