What slogan did McDonald's introduce in 1971 that invited customers to take a break?

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

The line became one of the most memorable slogans in McDonald's advertising history because it linked the restaurant with relief from everyday work and routine. Rather than simply describing a menu item, it presented a visit to McDonald's as a small reward or pause in the day.

The campaign was created by Needham, Harper & Steers, an advertising agency that handled McDonald's major United States advertising. The wording helped establish a pattern that later campaigns would follow: McDonald's advertising often sold an emotional moment, not just a hamburger or a restaurant visit.

The slogan is sometimes confused with “I’m Lovin’ It,” the global campaign introduced in 2003, or with Burger King's “Have It Your Way.” “You Deserve a Break Today” belongs to the earlier period when McDonald's was building a consistent national advertising voice around convenience, familiarity, and a brief escape from routine.