In McDonald's branding history, which slogan was used in the 1971 advertising campaign created by Needham Harper & Steers?

McDonald's 1971 advertising campaign used the slogan “You Deserve a Break Today.”

The line was created for McDonald's by the advertising agency Needham Harper & Steers and became one of the company's most remembered early slogans. Its message presented a McDonald's visit as a welcome pause in a busy day, connecting the brand with convenience and an emotional reward rather than only with food.

The slogan is sometimes confused with “I'm Lovin' It,” which McDonald's introduced decades later in 2003. It is also distinct from “We Love to See You Smile,” another later campaign line. These slogans belong to different periods of McDonald's advertising history.

“You Deserve a Break Today” helped establish the practice of giving McDonald's a memorable, repeatable brand voice across television, radio, print, and restaurant marketing. It is especially associated with the company's expansion into a nationally recognizable American consumer brand during the 1970s.