The new campaign was unveiled in front of US McDonald's employees by the fast-food giant's chief marketing officer Mary Dillon, who also advised employees on the virtues of customer insight in driving up sales.
The 'I'm loving it' campaign has now surpassed the success of the McDonald's 'You deserve a break today,' campaign in terms of sales.
The change means that the new spots will end with the tagline appearing on its own, with the golden arches appearing later. Previously, they appeared together.
Jill McDonald, UK and northern Europe chief marketing officer, said the new iteration would be adopted by the UK this year.
McDonald's, whose creative agency in the UK is Leo Burnett, currently runs more than a dozen iterations of the 'I'm loving it' campaign across more than 100 countries around the world.
The plan is now to unite these offerings.
Dillon countered speculation that there were plans to ditch the iconic campaign, saying: "Because of the highly competitive nature of marketing, we keep our plans confidential. However, we are confident that ‘I'm loving it' and the promise that comes with it, will continue to connect with customers."