Heye & Partner created the original “I'm Lovin' It” marketing campaign slogan and concept for McDonald's.
McDonald's launched “I'm Lovin' It” in 2003 as a global brand campaign. The work originated with the German advertising agency Heye & Partner and was then adapted for McDonald's markets around the world. Its informal wording was designed to express enjoyment and everyday positivity rather than describe a particular menu item.
The campaign became one of McDonald's most enduring modern brand platforms. It was paired with a distinctive musical identity and translated or localized in some markets, while the English phrase remained widely recognizable internationally.
The campaign is often discussed mainly through its vocal recording, but the advertising concept and the musical performance are separate credits. Heye & Partner is the relevant answer for the campaign's originating agency, not the artist associated with the recording.