The German advertising agency Heye & Partner developed the original “I’m Lovin’ It” slogan and campaign concept for McDonald’s.
McDonald’s launched the campaign in 2003, making it the company’s first global advertising campaign. The English wording was paired with the distinctive “ba da ba ba ba” musical mnemonic, which helped the brand keep a consistent identity across many countries and languages.
The campaign is sometimes incorrectly credited entirely to the performers associated with its music. Justin Timberlake appeared in an early promotional music video, but he did not create the advertising slogan. The campaign’s development was connected to Heye & Partner, a German agency working for McDonald’s.
“I’m Lovin’ It” later became one of McDonald’s most durable pieces of global branding, appearing alongside the Golden Arches and the company name.