What slogan did McDonald's launch in 1971 in the campaign created by Needham Harper Steers?

McDonald's launched the slogan “You Deserve a Break Today” in 1971 in a campaign created by Needham Harper Steers.

The line presented a McDonald's visit as a welcome pause in a busy day. Its appeal was broader than a product claim: it connected the restaurant with rest, convenience, and a small everyday reward. The campaign became one of the company's most memorable advertising efforts of the twentieth century.

The wording is sometimes confused with later McDonald's slogans, including “I'm Lovin' It,” introduced in the 2000s. “You Deserve a Break Today” belongs to the earlier period when television jingles and repeated taglines helped establish a consistent national brand voice.

The campaign also illustrates how McDonald's advertising often sold an experience rather than simply naming menu items. A short, singable phrase could work across television, radio, and restaurant signage.