What slogan appeared in McDonald's 1971 advertising campaign built around taking a break?

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

The line framed a McDonald's visit as a deserved pause from everyday work and responsibilities. It became one of the company's most influential early national advertising messages and helped establish a warmer, lifestyle-oriented tone for the brand.

The campaign is associated with advertising executive Keith Reinhard and the agency Needham Harper Steers. Its theme was not simply about food speed; it positioned the restaurant as a convenient, pleasant break.

The slogan is often mixed up with “I'm Lovin' It,” which McDonald's introduced decades later. “You Deserve a Break Today” belongs to the early 1970s, while “I'm Lovin' It” became the company's global campaign line in 2003.