Heye & Partner was the German advertising agency that first presented the “I’m Lovin’ It” concept to McDonald’s.
The concept originated in Germany before being developed into a worldwide McDonald’s campaign. Its presentation reflected the company’s increasing interest in coordinating its brand message across national markets rather than relying entirely on separate local slogans.
The campaign was launched internationally in 2003 and used the English phrase “I’m Lovin’ It” even in markets where surrounding advertising was localized. The global platform combined the slogan, a distinctive musical hook, and market-specific creative work.
Other agencies later handled portions of the campaign, and McDonald’s advertising history includes major relationships with Leo Burnett and DDB. Those agencies should not be substituted for Heye & Partner when identifying the original concept source.