What was McDonald's first global brand campaign to use the phrase “I'm lovin' it”?

“I'm lovin' it” was McDonald's first global brand campaign built around that phrase.

McDonald's launched the campaign in 2003, using the lower-case wording and the distinctive “ba da ba ba ba” musical tag across multiple markets. The campaign was designed to create a common global identity while allowing local advertising and menus to vary.

The phrase was developed for a campaign associated with the advertising agency Heye & Partner. The launch also became notable because the jingle was connected with music by Pusha T and later performed in a widely distributed version by Justin Timberlake.

Earlier McDonald's slogans had strong national and regional lives, but “I'm lovin' it” was intended as a worldwide platform. That global ambition is the key distinction between this campaign and earlier English-language slogans.