What was McDonald's advertising slogan during the campaign launched in 1971?

“You Deserve a Break Today” was McDonald's advertising slogan during the campaign launched in 1971.

The line framed a McDonald's visit as a deserved pause from work and everyday responsibilities. It was created by the advertising agency Needham, Harper & Steers and became one of the most recognizable slogans in American advertising. The campaign connected the restaurant with convenience, relief, and a small personal reward.

The slogan is often confused with later McDonald's taglines because the company has used many memorable lines across different decades. “Have You Had Your Break Today?” followed in the 1990s, while “I'm Lovin' It” became the global platform in 2003. These phrases belong to separate campaigns and should not be treated as interchangeable.

The 1971 campaign also shows how McDonald's branding shifted beyond speed alone. Earlier branding emphasized fast service; this slogan added an emotional idea, presenting the restaurant as a place for a welcome break.