Which McDonald's campaign introduced the phrase “We Love to See You Smile”?

“We Love to See You Smile” was a McDonald's advertising campaign slogan used during the 1990s.

The phrase focused on customer happiness and the emotional result of a restaurant visit. Its wording fit McDonald's long-running practice of presenting the brand as friendly, familiar, and family-oriented rather than promoting only a particular menu item.

The campaign belongs to the period between earlier slogans such as “You Deserve a Break Today” and the global “I'm Lovin' It” platform introduced in 2003. Because McDonald's used many slogans across different countries and years, campaign titles are often incorrectly assigned to the wrong period.

The slogan is also distinct from “We Love to See You Smile,” which described a broad brand promise rather than naming a product or mascot. It is remembered as a customer-centered line in McDonald's advertising history.