Which advertising slogan did McDonald's use before “I'm lovin' it” as its major worldwide campaign line?

“We Love to See You Smile” was a major McDonald's advertising slogan used before “I'm lovin' it.”

The line emphasized hospitality and the emotional experience of visiting McDonald's. It belonged to the succession of memorable slogans the company used as its advertising strategy changed across decades.

McDonald's slogans are often confused because some remained familiar long after their main campaigns ended. “You Deserve a Break Today” was an earlier 1970s slogan, while “I'm lovin' it” became the long-running campaign launched in 2003.

Slogan usage could vary by country and by advertising medium. For that reason, “We Love to See You Smile” is best understood as a major corporate campaign line, not necessarily the only wording used in every market during the period.