What was McDonald’s advertising slogan immediately before “I’m lovin’ it”?

“We Love to See You Smile” was McDonald’s advertising slogan immediately before “I’m lovin’ it.”

McDonald’s used “We Love to See You Smile” during the 1990s and into the early 2000s. The line emphasized friendliness and customer enjoyment, continuing the company’s long tradition of slogans designed to express an emotional benefit rather than describe a menu item.

The slogan was replaced by “I’m lovin’ it” in 2003, when McDonald’s introduced a more globally coordinated campaign. Earlier lines, including “You Deserve a Break Today,” are frequently remembered because they were highly successful, but they were not the immediate predecessor.

Slogan dates can vary by market and campaign execution. In the main international branding sequence, however, “We Love to See You Smile” is the recognized predecessor to the 2003 platform.