Heye & Partner created McDonald's “I'm Lovin' It” campaign, first launched in 2003.
Heye & Partner was a German advertising agency and part of the DDB network. McDonald's selected the agency's concept for a new global marketing platform intended to give the brand a consistent identity across national markets while still allowing local adaptations.
The campaign was unveiled in Munich and then rolled out internationally. Its short, conversational slogan was designed to sound natural in multiple languages, and its music and visual style made the message easy to recognize across different advertising formats.
The agency is sometimes confused with the advertising companies behind earlier McDonald's campaigns. Needham, Harper & Steers was associated with “You Deserve a Break Today,” while Leo Burnett created other important McDonald's advertising work. Heye & Partner is specifically associated with the 2003 “I'm Lovin' It” global platform.