What two-word advertising phrase did McDonald’s launch globally in 2003?

McDonald’s launched the advertising phrase “I’m Lovin’ It” globally in 2003.

The campaign began in Munich, Germany, and was developed by the advertising agency Heye & Partner. McDonald’s introduced the campaign internationally as a unified brand platform, using the phrase in advertising, packaging, restaurant materials, and promotional media. Its stylized “ba da ba ba ba” musical signature became closely associated with the campaign.

The English phrase was retained across many markets, although advertisements often combined it with local languages and culturally adapted imagery. The campaign replaced a series of earlier McDonald’s advertising lines and gave the company a consistent worldwide message centered on enjoyment and everyday experiences.

The phrase is sometimes mistakenly attributed entirely to singer Justin Timberlake because he appeared in an early music video and recorded a related song. McDonald’s, however, used the phrase as its corporate advertising slogan.