Which advertising campaign introduced McDonald's “I'm lovin' it” tagline in 2003?

McDonald's introduced the “I'm lovin' it” tagline through the campaign named “I'm lovin' it” in 2003.

The campaign was created for McDonald's as a global branding platform and rolled out across multiple countries. It replaced a succession of earlier slogans and gave the company a short, conversational phrase that could work in advertising, packaging, music, and store communications.

The launch used a music-based identity associated with a jingle and a recording by Justin Timberlake. The famous “ba da ba ba ba” sound became closely linked with the written phrase, helping the campaign operate as both a verbal and an audio brand asset.

The tagline is sometimes mistakenly described as only a slogan or only a song. In practice, it was the central phrase of a broad international campaign. Its longevity made it one of the most enduring modern elements of McDonald's visual and verbal identity.