Heye & Partner created McDonald’s “I’m Lovin’ It” campaign, introduced in 2003.
The German advertising agency developed the campaign concept that McDonald’s then rolled out internationally. The launch represented a major effort to give the company a more consistent global identity while allowing local markets to adapt the surrounding creative work.
The campaign combined a short, conversational slogan with a distinctive musical signature. Its flexibility helped McDonald’s use the same central brand idea across television, radio, print, packaging, and later digital advertising. The phrase also translated effectively as a recognizable English brand line in markets where the rest of the advertising was localized.
The agency is sometimes confused with Leo Burnett, which had a long and important relationship with McDonald’s advertising, including major campaigns in earlier decades. Heye & Partner is specifically associated with the creation of the “I’m Lovin’ It” campaign.