What slogan did McDonald's launch in 1971, beginning with “You deserve”?

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

The line presented McDonald’s as a convenient pause in a busy day, linking the restaurant’s fast service with a small personal reward. It became one of the company’s most recognizable advertising phrases during the 1970s.

The slogan was part of a broader period in which McDonald’s advertising moved beyond simply describing hamburgers and fries. Campaigns increasingly sold an experience associated with family time, convenience, and everyday routine.

It is sometimes confused with “I’m Lovin’ It,” which began in 2003, or with “You Deserve a Break Today,” the closely related wording used in the 1971 campaign. Those slogans belong to different eras of McDonald’s branding.