“I’m lovin’ it” debuted in 2003 as McDonald’s major global brand platform.
The slogan was introduced during a worldwide marketing campaign designed to give McDonald’s a more unified contemporary identity. Its informal wording focused on an individual customer’s positive reaction rather than describing a specific menu item or restaurant feature.
The campaign included music, television advertising, outdoor media, packaging, and other promotional formats. A song associated with the campaign was performed by Justin Timberlake, although the slogan itself was the central brand element.
Earlier McDonald’s campaigns used different lines in different periods and markets, including “You Deserve a Break Today.” Those historical slogans should not be confused with the 2003 platform, which became one of the company’s most enduring modern taglines.