Which McDonald’s campaign introduced the phrase “I’m lovin’ it” in 2003?

“I’m lovin’ it” is the McDonald’s campaign introduced in 2003.

The campaign began internationally in September 2003 and used the phrase as a global brand platform. Its launch included television advertising, music, packaging, and other promotional material designed to give McDonald’s a more consistent worldwide identity. The wording was deliberately conversational and focused on an individual customer’s experience rather than a formal claim about service or product quality.

The campaign is strongly associated with the “ba da ba ba ba” musical hook. Justin Timberlake appeared in an early advertisement, while the campaign’s music was connected to producer and rapper Pusha T. McDonald’s adapted executions for local markets, but retained the English phrase in many international uses.

The slogan is often treated as a song title or a permanent corporate motto, but its origin is a global advertising campaign. It replaced earlier McDonald’s slogans in many markets and became one of the company’s longest-running modern branding platforms.