McDonald's introduced the advertising slogan “I'm Lovin' It” in 2003.
The campaign was created as a global branding platform rather than a slogan limited to one English-speaking market. Its wording was adapted into local languages, while the English phrase remained especially recognizable through McDonald's advertising and the associated sonic branding.
The campaign is often remembered alongside its short musical hook, commonly called the “ba da ba ba ba” jingle. The slogan and jingle helped give McDonald's a consistent worldwide identity during the 2000s.
It is distinct from “You Deserve a Break Today,” an older McDonald's slogan from the 1970s. That earlier campaign is frequently mentioned in histories of the brand, but it was not the slogan introduced in 2003.