What global McDonald’s slogan began in 2003 with the words “I’m”?

McDonald’s global slogan launched in 2003 was “I’m Lovin’ It.”

The campaign introduced a short, conversational phrase designed to work across countries and languages. Its upbeat wording could describe the food, the restaurant experience, or a general feeling, giving McDonald’s a flexible message for television, packaging, music, and digital advertising.

The campaign is notable in branding history because McDonald’s had used many major slogans before it, including “You Deserve a Break Today.” The 2003 phrase created a more contemporary identity and became closely associated with the company’s global marketing.

The slogan is often written with a straight apostrophe in ordinary text, while official branding commonly uses a typographic apostrophe. It is also sometimes confused with slogans from other chains, such as Subway’s “Eat Fresh” or Wendy’s “Where’s the beef?” Those belong to different companies and campaigns.