McDonald's launched “I'm Lovin' It” in 2003 as the centerpiece of a global branding campaign.
The campaign began internationally in September 2003 and was intended to give McDonald's a single, contemporary message across markets. Its short phrase emphasized enjoyment rather than describing a particular menu item, making it adaptable to different countries and advertising formats.
The campaign is closely associated with a jingle performed by Justin Timberlake and with music produced by The Neptunes. The phrase was also connected to advertising work by the German agency Heye & Partner before McDonald's expanded the campaign worldwide.
“I'm Lovin' It” replaced earlier McDonald's slogans in the leading role, but older lines continued to appear in historical discussions and localized advertising. It is therefore distinct from “You Deserve a Break Today,” the major slogan associated with the 1970s.