What advertising slogan did McDonald's launch nationally in the United States in 1971?

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

The slogan framed a McDonald's visit as a reward or convenient pause in a busy day. Its wording connected the restaurant with relaxation and personal indulgence rather than focusing only on low prices, speed, or menu items. The campaign became one of the company's most memorable early national branding efforts.

It is often confused with “I'm Lovin' It,” the later slogan introduced in 2003. “Have It Your Way” belongs to Burger King, while “Finger-Lickin' Good” is associated with KFC, making those slogans plausible but incorrect alternatives.

McDonald's advertising history shows how the company repeatedly changed its message while retaining recognizable visual and verbal elements. Earlier campaigns helped establish a broad emotional identity, allowing later slogans to work across television, radio, print, packaging, and international markets.