Which advertising campaign gave McDonald's the phrase “I'm Lovin' It”?

The advertising campaign that gave McDonald's the phrase “I'm Lovin' It” was called “I'm Lovin' It.”

McDonald's introduced the campaign in 2003, making it the company's first global advertising campaign. The phrase was paired with a distinctive five-note musical signature that became closely associated with the brand across television, radio, packaging, and digital advertising.

The campaign was launched internationally rather than as a slogan created for only one national market. Its global use helped McDonald's present a consistent identity while allowing local advertising agencies and markets to adapt the surrounding creative material.

The phrase is sometimes confused with earlier McDonald's slogans, including “You Deserve a Break Today,” which dates from the early 1970s. “I'm Lovin' It” is the campaign associated with the modern global brand identity introduced in 2003.