McDonald’s launched the global advertising campaign “I’m lovin’ it” in 2003.
The phrase became a central part of McDonald’s worldwide branding and was used across television, radio, print, packaging, and digital advertising. Its informal wording was intended to sound conversational and connect the brand with enjoyment rather than simply describing a menu item.
The slogan is sometimes confused with older McDonald’s campaigns such as “You Deserve a Break Today,” which dates from the 1970s. The “I’m lovin’ it” campaign also became strongly associated with a musical hook performed by Justin Timberlake in the launch-era advertising.