Which McDonald’s slogan asked customers to “deserve a break” during the 1970s?

“You Deserve a Break Today” was the McDonald’s slogan built around the idea that customers deserved a break.

The campaign began in 1971 and became one of the most recognizable advertising themes in fast-food history. Its message positioned a McDonald’s visit as a small reward or pause in a busy day, rather than simply as a purchase of a hamburger and fries. The wording also fit the chain’s emphasis on convenience and quick service.

The slogan is sometimes mixed up with “Have You Had Your Break Today?”, a related McDonald’s advertising line used in the same broad era. The best-known canonical wording is “You Deserve a Break Today.”

McDonald’s later replaced the campaign with other themes, including “We Love to See You Smile” and, decades afterward, “I’m lovin’ it.”