What slogan did McDonald's introduce in 1971 in the campaign written by Needham Harper Steers?

McDonald's introduced the slogan “You Deserve a Break Today” in 1971.

The line became the centerpiece of a major McDonald's advertising campaign created by the Needham Harper Steers agency. It presented a visit to McDonald's as a welcome pause in a busy day, linking the restaurant to convenience, relaxation, and a small everyday reward.

The slogan is one of the most remembered lines in McDonald's advertising history. It was also used in a widely recognized jingle, helping the words travel beyond ordinary printed advertising. The campaign illustrates how McDonald's branding often sold an emotional occasion—taking a break—rather than describing only a menu item.

It is easy to confuse this slogan with later McDonald's lines such as “I'm Lovin' It,” introduced decades afterward. “You Deserve a Break Today” belongs to the early 1970s and is especially associated with the chain's classic jingle era.