Which advertising agency created McDonald's 1971 slogan “You Deserve a Break Today”?

Needham Harper Steers created McDonald's 1971 slogan “You Deserve a Break Today.”

The agency developed the campaign for McDonald's during a period when the chain was expanding its national advertising and presenting its restaurants as convenient, welcoming places for everyday customers. The slogan framed a McDonald's visit as a small reward or pause from daily responsibilities.

“You Deserve a Break Today” became one of the most recognizable advertising lines in the company's history. Its success helped establish the idea that McDonald's branding could sell an emotional experience, not only a menu item.

The campaign is sometimes confused with later McDonald's slogans, including “I'm lovin' it.” Those campaigns came from different periods and agencies. Needham Harper Steers is specifically associated with the 1971 “You Deserve a Break Today” work.