Which 1971 McDonald’s slogan was written by advertising executive Keith Reinhard?

Keith Reinhard wrote the 1971 McDonald’s slogan “You Deserve a Break Today.”

The line became one of the most successful slogans in American advertising and presented McDonald’s as a welcome pause in a busy day. Its message was broader than a product claim: it suggested that customers had earned a moment of convenience, food, and relaxation.

Reinhard was an advertising executive at Needham Harper Steers, the agency that worked on McDonald’s campaigns. The slogan was supported by a memorable jingle and repeated heavily in television and radio advertising, helping it become closely associated with the brand during the 1970s.

The line is often mixed up with McDonald’s later slogans. “Look for the Golden Arches” focused on finding restaurants, while “I’m Lovin’ It” launched globally in 2003. “Have It Your Way,” by contrast, was a Burger King slogan rather than a McDonald’s one.