Which advertising slogan did McDonald's launch in 1971 with the “You deserve...” opening?

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

The campaign was created by Needham Harper Steers and presented McDonald's as a place where customers could pause from their daily routines. Its wording connected a restaurant visit with a short, deserved respite rather than focusing only on speed or price.

The line became one of McDonald's best-known advertising slogans and was supported by a widely remembered jingle. It belongs to an earlier period of the brand's advertising history, long before the later “I'm Lovin' It” campaign.

People sometimes identify “You Can't Beat the Feeling” as the answer because it was also a major McDonald's slogan. However, that phrase was used later, while “You Deserve a Break Today” began in 1971.