What is the name of McDonald’s long-running slogan introduced in 2003?

McDonald’s introduced the slogan “I’m Lovin’ It” in 2003.

The campaign marked a modernized phase of McDonald’s global branding, using the English phrase across markets while adapting advertisements and supporting material for local audiences. Its distinctive musical hook became a central part of the campaign’s identity.

The wording is often written with the brand’s familiar apostrophe and capitalization, but the important canonical phrase is “I’m Lovin’ It.” It should not be confused with “You Deserve a Break Today,” a prominent McDonald’s slogan from the early 1970s.

The campaign is notable because McDonald’s retained it for many years, giving the phrase unusually strong association with the company. The slogan appeared in television commercials, packaging, signs, digital promotions, and other branded communications around the world.