Who wrote the 2003 McDonald's slogan “I'm Lovin' It” for the original German campaign?

Heye & Partner wrote the 2003 McDonald’s slogan “I’m Lovin’ It” for the original German campaign.

The slogan began as “Ich liebe es,” created by the German agency Heye & Partner. McDonald’s then adopted the English form “I’m Lovin’ It” for its worldwide campaign, making the phrase one of the company’s most recognizable modern brand assets.

The campaign was unusual because its global development involved multiple agencies and markets rather than a single traditional slogan-writing process. Its launch combined advertising, music, and a consistent visual identity to create a unified international message.

Heye & Partner is sometimes confused with agencies that later handled other McDonald’s work, including Leo Burnett. Another common mix-up is crediting the singer associated with the campaign’s music as the slogan’s author. The creative agency originated the line; the musical performance and production were separate parts of the campaign’s development.