Which advertising slogan did McDonald's launch in 1971 with the “McDonald's is your kind of place” campaign?

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

The campaign presented a McDonald's visit as a welcome pause in a busy day rather than merely a purchase of fast food. Its wording connected the brand with relaxation, convenience, and a small personal reward. The advertising line became one of the company's best-known slogans during the 1970s.

McDonald's advertising history includes many later taglines, including “We Love to See You Smile” and “I'm Lovin' It.” Those phrases belong to different campaigns and decades. “You Deserve a Break Today” is especially associated with the early 1970s and helped establish the idea that a McDonald's meal could represent a brief escape from routine.

The campaign is sometimes confused with later break-themed wording, but the canonical slogan is the singular phrase “You Deserve a Break Today.”