Heye & Partner created McDonald's long-running “I'm lovin' it” campaign, launched in 2003.
The campaign introduced a short, conversational slogan that McDonald's used internationally across television, print, packaging, and digital marketing. Its lowercase styling and upbeat tone were designed to feel informal and broadly accessible across markets.
Heye & Partner, a German advertising agency, developed the campaign concept that McDonald's selected for global use. The slogan was then adapted across countries while retaining the same central wording and recognizable musical identity.
The campaign is often associated with the “ba da ba ba ba” jingle and with performer Justin Timberlake, who appeared in an early promotional recording. Those elements helped popularize the campaign but are not the agency name. “I'm lovin' it” also should not be confused with earlier McDonald's lines such as “You Deserve a Break Today.”