Which McDonald's advertising slogan launched in 1971 included the phrase “You Deserve a Break”?

The McDonald's advertising slogan launched in 1971 was “You Deserve a Break Today.” The line positioned a McDonald's visit as a welcome pause in a busy day rather than merely a quick meal.

The slogan became one of the most memorable phrases in McDonald's advertising history. It connected the restaurant with convenience, relaxation, and an emotional reward. That approach helped move fast-food advertising beyond descriptions of menu items and toward broader lifestyle messaging.

McDonald's used the line during an era when national television advertising was becoming increasingly important for restaurant chains. A simple, repeatable phrase helped unify campaigns across many local restaurants and made the brand easier for customers to remember.

The wording is sometimes shortened in casual references to “You Deserve a Break,” but the recognized slogan is “You Deserve a Break Today.” It should also be distinguished from later McDonald's slogans such as “I'm Lovin' It,” which began decades afterward.