In McDonald's branding history, which advertising slogan launched in the United States in 1971?

“You Deserve a Break Today” was the McDonald’s advertising slogan launched in the United States in 1971.

The campaign presented McDonald’s as a welcome pause in a busy day. Rather than focusing only on a particular menu item, its wording connected the restaurant with convenience, relaxation, and a small personal reward.

The slogan became one of the most memorable lines in American advertising and was supported by a widely recognized jingle. It also helped McDonald’s speak to adults as well as children, placing the brand within everyday routines and family outings.

It is often confused with “I’m Lovin’ It,” the later global platform introduced in 2003. The two slogans belong to different eras: the 1971 line emphasized taking a break, while the newer campaign centered on a short, upbeat expression of enjoyment.