What slogan did McDonald’s introduce in 1971?

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

The campaign presented a McDonald’s visit as a welcome pause from everyday work and responsibilities. It helped shift the brand’s advertising from simply emphasizing speed and low prices toward an emotional promise about taking time for oneself.

The phrase became one of the company’s best-known advertising lines and was used in television, radio, print, and restaurant promotion. It is often remembered as one of McDonald’s defining slogans of the 1970s.

This slogan should not be confused with “I’m Lovin’ It,” which McDonald’s introduced decades later in 2003. McDonald’s has used many slogans across different countries and periods.