McDonald’s reviews “I’m Lovin’ It” messaging

McDonald’s is reviewing its “I’m Lovin’ It” brand messaging which it first launched six years ago.


The fast food chain’s global chief marketing officer, Mary Dillon, says while it is not planning to scrap the brand idea, it is reviewing how it can be updated in a bid to make it “even stronger and more relevant”.

“Because of the highly competitive nature of marketing we keep our plans confidential.  However, we are confident that ‘i’m lovin’ it’, and the brand promise that comes with it, will continue to connect with customers,” she says.

It is believed that McDonald’s is speaking with its rostered global agencies to come up with the next instalment of the campaign.

The “I’m Lovin’ It” global brand messaging first launched in September 2003 in ads fronted by US pop star Justin Timberlake. The first five TV spots were created by Heye & Partners in Germany, part of DDB.

The ads were then adapted in local markets by the fast food chain’s agencies DDB and Leo Burnett. The campaign was also shot in 12 languages in a number of locations around the world. 

Timberlake was subsequently replaced by US soul group Destiny’s Child.

Leo Burnett is the fast food chain’s lead agency in the UK. Last weekend McDonald’s launched anew ad campaign celebrating its 35th anniversary since it opened its first UK store.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here