“I'm Lovin' It” was McDonald's first international advertising campaign slogan used worldwide from 2003.
McDonald's introduced the platform in 2003 as a unified global campaign. Its short, conversational wording was designed to express enjoyment and fit many forms of advertising, while local markets could translate or adapt the surrounding copy. The accompanying “ba da ba ba ba” jingle strengthened recognition across television, radio, packaging, and digital media.
Earlier McDonald's slogans were highly successful but generally associated with particular periods or markets. “You Deserve a Break Today” belongs to the 1971 campaign, and “We Love to See You Smile” was another later tagline. “I'm Lovin' It” became the company's best-known continuing global platform.