What slogan did McDonald's introduce in 2003?

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

The campaign began internationally in September 2003 and became one of the most widely recognized elements of McDonald's modern branding. Its wording used casual, upbeat language rather than describing a specific menu item or restaurant feature.

The campaign was associated with the “ba da ba ba ba” musical hook, which helped make the phrase memorable across television, radio, print, and later digital advertising. German advertising agency Heye & Partner developed the campaign concept, and it was adapted for markets around the world.

The slogan is sometimes confused with earlier McDonald's lines, especially “You Deserve a Break Today,” which dates to the 1970s. “I'm Lovin' It” is distinctive because McDonald's retained it for decades while translating or adapting surrounding campaign material for local audiences.