“I'm Lovin' It” was the McDonald's campaign that introduced the phrase as a global brand slogan in 2003.
McDonald's launched the campaign in Munich, Germany, on September 2, 2003. It became the company's first global advertising campaign and was adapted for markets around the world. The phrase was paired with the familiar “ba da ba ba ba” musical hook.
The campaign was notable because McDonald's had previously relied heavily on different slogans and advertising approaches in different countries. A single global platform gave the brand a more consistent voice while allowing local executions to vary.
The phrase is sometimes treated as only a jingle, but it functioned as both a campaign name and a central brand slogan. It followed earlier McDonald's lines such as “You Deserve a Break Today,” which began in 1971.