In McDonald's branding history, what was the name of the 1971 campaign built around a memorable breakfast-time slogan?

McDonald's 1971 campaign was called “You Deserve a Break Today.”

The slogan presented a McDonald's visit as a welcome pause from the pressures of everyday life. It became one of the brand's best-known advertising lines and was used in commercials, print advertising, and in-store promotion. The campaign's emotional appeal helped move McDonald's advertising beyond simply describing menu items.

The phrase was especially memorable because it connected the restaurant with relaxation and convenience. Its wording also worked for different audiences, including families, workers, and travelers. A widely remembered jingle helped make the line recognizable even when viewers did not see the restaurant's name immediately.

The slogan is sometimes incorrectly treated as McDonald's current global tagline. It belongs to an earlier period of the company's advertising history. McDonald's later used slogans such as “We Love to See You Smile” and “I'm Lovin' It,” with the latter becoming the global campaign launched in 2003.