Heye & Partner developed the original “I'm Lovin' It” concept for McDonald's.
The German agency created the initial campaign idea, which was then developed into a global McDonald's platform. This origin is notable because the slogan became one of the company's most internationally consistent brand messages, even though its starting point was a campaign in Germany.
The global launch combined the phrase with music and celebrity promotion, helping the slogan travel across markets and languages. McDonald's subsequently used the campaign in television, radio, print, online media, packaging, and restaurant materials.
The campaign is often credited only to the global advertising network associated with McDonald's, which can obscure Heye & Partner's role in creating the original concept. Other agencies and performers contributed to later development and presentation, but Heye & Partner is the specific agency linked to the campaign's initial German idea.