What slogan appeared in McDonald's advertising beginning in 1971 and became one of its best-known U.S. campaigns?

“You Deserve a Break Today” was a major McDonald’s advertising slogan beginning in 1971.

The line presented McDonald’s as a convenient reward or respite from everyday work and responsibilities. Its wording helped shift the brand’s message from simply emphasizing speed and low prices to promoting an emotional reason to visit: customers were entitled to take a break.

The campaign became especially notable because the phrase was adapted into memorable musical advertising. It remained associated with McDonald’s U.S. marketing for years and is frequently listed among the company’s landmark slogans.

It should not be confused with “I’m Lovin’ It,” the global campaign introduced in 2003, or “You, You’re the One,” another McDonald’s advertising line from the 1970s. McDonald’s has used many slogans across countries and decades, so dates and markets matter when identifying one.