McDonald’s introduced “I’m Lovin’ It” globally in 2003 as its main brand slogan.
The campaign was created for McDonald’s by the advertising agency Heye & Partner and expanded internationally after beginning in Germany. Its central phrase was designed to sound conversational, positive, and easy to adapt across languages and markets. The campaign also used a distinctive five-note musical signature.
The music associated with the campaign was written by Pharrell Williams, while Justin Timberlake appeared in an early promotional recording and video. That involvement sometimes causes people to credit Timberlake as the slogan’s creator, but the slogan and the broader campaign were McDonald’s branding work. “I’m Lovin’ It” replaced earlier slogans in the company’s worldwide advertising and remains one of the best-known examples of a global fast-food tagline.