Which fast-food chain used the slogan “I’m Lovin’ It”?

McDonald’s used the slogan “I’m Lovin’ It.” The phrase became the fast-food chain’s global marketing slogan and was paired with a distinctive musical hook that helped unify its advertising across countries.

McDonald’s launched the campaign in 2003. The English phrase was adapted for local markets, while the “ba da ba ba ba” musical signature became a recurring part of the brand identity. The campaign was created after McDonald’s sought a more contemporary message aimed at younger consumers.

A common mix-up is the belief that Justin Timberlake originated the slogan. Timberlake appeared in the launch advertising and recorded a related song, but the campaign itself was developed by the advertising agency Heye & Partner, with later global creative work involving DDB Worldwide. The slogan is not the title of a McDonald’s menu item.

The campaign replaced earlier lines such as “We Love to See You Smile” in many markets. Its short wording made translation and adaptation relatively easy, helping McDonald’s use a consistent identity while changing advertisements for local cultures.