Heye & Partner created McDonald’s “I’m Lovin’ It” campaign, launched globally in 2003.
Heye & Partner, a German advertising agency, developed the campaign concept that McDonald’s adopted for a worldwide branding effort. The phrase became the company’s most enduring modern slogan and was paired with a distinctive musical identity.
The campaign was unusual because McDonald’s adapted one central idea across many countries and languages rather than relying only on separate national slogans. Its branding system included television advertising, music, the familiar phrase, and the “i’m lovin’ it” wordmark.
The campaign is sometimes attributed entirely to the performer associated with its song. Justin Timberlake appeared in promotional material and recorded vocals connected with the campaign, but Heye & Partner was the agency credited with creating the campaign concept.