What was McDonald's first major slogan to use the phrase “I'm lovin' it”?

“I'm lovin' it” is the McDonald's slogan introduced in 2003.

The campaign marked a major branding shift toward a short, globally adaptable phrase. Its wording was intentionally conversational and paired easily with music, visual movement, and youthful advertising. McDonald's used the slogan in multiple languages and markets while retaining the English phrase as a recognizable international brand element.

The campaign is strongly associated with a jingle performed by Justin Timberlake, although the slogan itself belongs to McDonald's corporate advertising. The phrase was developed through an international campaign involving several agencies, rather than being a simple continuation of the company's earlier slogans.

It followed famous lines such as “You deserve a break today” and “We love to see you smile.” Those earlier slogans belong to different advertising eras, so they should not be treated as alternate names for the 2003 campaign.