Which McDonald's slogan began a major U.S. advertising campaign in 1971 and promised a break from routine?

“You Deserve a Break Today” began McDonald's major U.S. advertising campaign in 1971.

The slogan presented a McDonald's visit as a welcome pause in a busy day. Rather than concentrating only on price or speed, it connected the restaurant with relaxation, convenience, and an emotional reward. That approach helped McDonald's advertising reach beyond product descriptions.

The campaign became one of the most remembered slogans in the company's history and was used in television, radio, and print advertising. Its wording also made the brand sound personal: the customer was not merely buying food but taking a deserved break.

It is sometimes confused with later McDonald's slogans such as “I'm Lovin' It,” which began in the 2000s. The 1971 phrase belongs to an earlier period when McDonald's was building a warm, everyday lifestyle image around its restaurants.