McDonald's is returning to its roots

McDonald's Germany is putting its most famous slogan back at the center of its brand communication.

“I love it” will be the overarching theme in 2026 – and the first Campaign focuses specifically on family moments and childhood memories.

A claim with history

Hardly anyone knows that the slogan "I'm lovin' it" originally came from Germany: developed in 2003, it was later adopted worldwide and is now an integral part of McDonald's communication.

After years in the background, he is now returning – not as a mere repetition, but as a conscious realignment.

Stijn Mentrop, Chief Marketing Officer at McDonald's Germany since July 2025, is responsible for this. Under his leadership, "I'm lovin' it" is intended to become the emotional theme of the entire year's communications campaign.

Childhood as a brand strategy

There's more to this move than just nostalgia. A recent company survey shows that around 75 percent of respondents associate McDonald's with positive childhood memories.

More than half of respondents considered a visit there as a child to be something very special. McDonald's now wants to tap into precisely this emotional capital.

“McDonald’s brings people together and creates shared moments that will be remembered,” says Mentrop. The slogan is not merely an advertising tool, but “a renewal of our promise” to be there for guests at every moment.

Video: Because McDonald's is open today

Because there's McDonald's today

The creative core of the new brand campaign is entitled "Because there's McDonald's today" and plays on familiar everyday situations surrounding family and shared meals – with a wink, but without kitsch.

Whether it's the first day back at school, the Happy Meal on vacation, or the obligatory rest stop on long car journeys: the motifs draw on images that many people are familiar with.

Director Laerke Herthoni, who was responsible for the TV spot, sums it up like this: It is not just the food that connects people emotionally with McDonald's, but the memories and feelings associated with it.

Media plan and agencies

The campaign runs across TV, online, social media, and creator collaborations. The TV spot was produced by Iconoclast.

Scholz & Friends is responsible for the creative aspects as McDonald's Germany's lead marketing agency.

McDonald's Germany is among the most advertising-intensive companies in the restaurant industry. Advertising expenditures consist of campaigns by the franchisor and local marketing measures by the franchisees.

Sierks Media / © Photo: McDonald's Germany / Video: YouTube