It will see the burger chain run ads in titles including Heat and FHM for the first time.
"I'm lovin' it" kicks off in the UK today with ads starring US singer Justin Timberlake.
It will debut in the UK during ITV's UEFA Champions League coverage, but will also feature prominently in Emap media channels including Kiss FM, the Big City radio network and on Kiss TV. Other Emap magazines to carry the campaign are New Woman and Mixmag.
The media strategy underlines McDonald's attempts to encourage young adults to reappraise its dining experience. Planned and bought by Starcom Motive, it is the first such cross-media deal struck by the company in the UK.
A £7m budget has been earmarked for the campaign in the UK. It launches as McDonald's seeks to extract greater efficiency from its worldwide marketing spend.
The television campaign, which launched in Munich two weeks ago, was created by German agency Heye & Partner. It is being supported by outdoor and press activity assembled by Leo Burnett.
A text messaging promotion will also run, offering consumers the chance to win McDonald's products, but details of future in-restaurant promotions have not been divulged.
UK marketing for McDonald's is overseen by marketing director Matthew Howe.
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