What slogan did McDonald's use in its 1970s campaign promising customers a break?

McDonald's used the slogan “You Deserve a Break Today” in its 1970s advertising campaign.

The line presented McDonald's as a convenient and pleasurable pause in a busy day. It connected the restaurant with relief, routine, and a small personal reward rather than focusing only on the food itself. The slogan became one of the most memorable phrases in the company's advertising history.

McDonald's slogans changed as the brand addressed different audiences and marketing goals. “You Deserve a Break Today” belongs to the early 1970s, while later campaigns used lines such as “We Love to See You Smile” and “I'm Lovin' It.”

The slogan is sometimes misremembered as “You Deserve a Break,” but the canonical campaign wording includes “Today.” That final word gives the line its immediate, everyday invitation and is part of the recognized slogan.