Which company created the McDonald's “I'm Lovin' It” campaign?

Heye & Partner created McDonald’s “I’m Lovin’ It” campaign.

The German advertising agency Heye & Partner developed the campaign that McDonald’s launched internationally in 2003. The work introduced the slogan, its distinctive musical mnemonic, and a coordinated global approach intended to give McDonald’s a more unified identity across markets.

The campaign was unusual because McDonald’s had previously relied more heavily on country-specific advertising. “I’m Lovin’ It” allowed local agencies to adapt commercials while keeping a common slogan and sound. This combination helped the campaign work across languages and cultures.

Heye & Partner is sometimes confused with Needham Harper Steers, the agency associated with the earlier “You Deserve a Break Today” campaign. DDB is also frequently mentioned in McDonald’s advertising history because it handled important later work in various markets. For the 2003 “I’m Lovin’ It” campaign itself, the credited originating agency was Heye & Partner.