What slogan did McDonald's use in its 1971 advertising campaign?

McDonald's used the slogan “You Deserve a Break Today” in its 1971 advertising campaign.

The line positioned a McDonald's visit as a small, deserved relief from everyday work and routine. Its wording connected convenience with an emotional benefit, rather than mentioning only food, price, or speed. The campaign became one of the most memorable slogans in the company's advertising history.

The slogan belongs to McDonald's long sequence of major brand lines, which included “You, You're the One” and “It's Mac Tonight” in later periods. In 2003, the company introduced “I'm lovin' it,” which became its global campaign phrase.

A common mix-up is treating “You Deserve a Break Today” as the original McDonald's slogan. McDonald's had used other advertising lines before 1971, but this campaign is specifically associated with the early 1970s.