In McDonald's branding history, which 1970s slogan began with the words “You Deserve”?

“You Deserve a Break Today” was McDonald's 1970s slogan.

McDonald's introduced the line in 1971 as part of a major advertising campaign. The wording connected the restaurant with a brief, enjoyable pause from daily routines, making the brand feel like a convenient reward rather than only a place to buy inexpensive food. Its musical treatment helped make the phrase especially memorable.

The slogan is often remembered as one of McDonald's most successful taglines. It was written for the chain by Needham Harper Steers, an advertising agency that handled important McDonald's work during the period. The campaign also reflected the company's growing national presence, when consistent advertising was helping turn a regional restaurant business into a familiar American brand.

McDonald's later adopted many other slogans, including “Have you had your break today?” and “I'm Lovin' It.” Those lines belong to different campaigns, so they should not be treated as alternate names for the 1971 slogan.