McDonald’s launched its “I’m Lovin’ It” brand campaign in 2003.
The campaign began internationally in Munich, Germany, in September 2003. It used the phrase as a flexible expression of enjoyment rather than as a description of one particular menu item. The campaign was supported by television, print, outdoor, digital, and in-store marketing.
The associated music and “ba da ba ba ba” vocal hook became closely linked with McDonald’s advertising. Justin Timberlake appeared in an early campaign advertisement, while the jingle was connected with composer and producer Pusha T and other contributors. McDonald’s then adapted the campaign across markets and languages.
“I’m Lovin’ It” followed earlier McDonald’s slogans, including “You Deserve a Break Today” and “You, You’re the One.” It remains one of the company’s longest-running global branding platforms, although individual advertisements and menu messages have changed over time.