Heye & Partner was the McDonald’s advertising agency behind the original 2003 “I’m Lovin’ It” campaign.
The Munich-based agency developed the campaign for McDonald’s, which introduced the platform in Germany before expanding it internationally. The work represented an effort to create a common global message that could be adapted to different countries, languages, and advertising styles.
The campaign became associated with its short vocal signature and with a broad idea of enjoyment. McDonald’s used the platform across multiple media and markets rather than limiting it to a single product launch. That made the phrase a corporate brand asset as well as an advertising line.
Leo Burnett is frequently associated with McDonald’s advertising because it handled major work for the company in the United States. However, the original “I’m Lovin’ It” campaign is credited to Heye & Partner. The distinction matters because agencies for later executions and regional campaigns varied.