What slogan did McDonald’s introduce globally in 2003 as its current brand campaign?

McDonald’s introduced “I’m lovin’ it” globally in 2003 as its major brand slogan and campaign.

The campaign was created by the advertising agency Heye & Partner, and its English-language jingle became closely associated with McDonald’s worldwide marketing. The slogan was designed to sound conversational and adaptable across languages and markets.

The campaign followed several earlier McDonald’s slogans, including “You Deserve a Break Today” and “We Love to See You Smile.” Those older phrases remain part of the company’s advertising history, but “I’m lovin’ it” became the enduring global platform. The lowercase styling and apostrophe are also characteristic of the official English wording.