What phrase has been McDonald's global advertising slogan since its 2003 campaign?

“I'm Lovin' It” has been McDonald's global advertising slogan since its 2003 campaign.

The phrase was introduced in a major international marketing campaign designed to give McDonald's a unified contemporary message across markets. Its informal wording emphasized enjoyment and everyday experience rather than a specific menu item.

The campaign used television, music, print, and other media, making the line one of the most recognizable slogans in modern fast-food advertising. The English phrase was also adapted or translated for local audiences in many countries.

It is often confused with earlier McDonald's slogans such as “You Deserve a Break Today,” which belonged to a previous advertising era. “I'm Lovin' It” identifies the campaign launched in 2003 and remains closely tied to the brand's modern identity.