What was the name of McDonald's 1971 advertising jingle campaign built around a break from routine?

“You Deserve a Break Today” was McDonald’s 1971 advertising campaign built around taking a break from routine.

The slogan presented a McDonald’s visit as a small reward during a busy day. It was written by Keith Reinhard and became one of the most memorable advertising lines in the company’s history.

The campaign helped move McDonald’s branding beyond descriptions of food or service speed. Instead, it sold an emotional idea: a convenient restaurant could provide an enjoyable pause for customers and families.

The phrase is often confused with later McDonald’s slogans, including “I’m Lovin’ It,” which launched globally in 2003. “You Deserve a Break Today” belongs to the earlier 1970s advertising era and is especially associated with the company’s classic jingle-based commercials.