Who created the McDonald's “I'm Lovin' It” slogan and campaign?

Heye & Partner created McDonald's “I'm Lovin' It” slogan and campaign. The German advertising agency developed the concept that became the company's first global advertising campaign.

McDonald's launched the campaign in 2003. Its short, conversational phrase was designed to work across markets and languages, giving the brand a consistent international message while allowing local advertising to vary.

The campaign is also associated with a “ba da ba ba ba” audio signature. Justin Timberlake appeared in an early campaign-related music video, and the wider project was connected with music producer and rapper Pusha T. Those contributors are sometimes incorrectly identified as the slogan's creators.

The phrase became one of McDonald's longest-running brand lines. Its importance lies in combining a simple emotional statement with a repeatable sound identity that could travel across countries.