McDonald's introduced the slogan “I'm Lovin' It” in 2003.
The line was part of a major worldwide marketing campaign designed to give McDonald's a more contemporary and consistent voice across markets. It was paired with a short musical hook and the familiar “ba da ba ba ba” vocal phrase, making the campaign unusually recognizable beyond the written slogan.
The wording replaced earlier McDonald's advertising lines in many markets, including “You Deserve a Break Today.” It was not the first slogan in the company's history, but it became one of the longest-running global expressions associated with the brand.
A common mix-up is to treat “I'm Lovin' It” as a product name. It is a corporate advertising slogan, used across menus, television advertising, packaging, digital media, and other branded communications.