Which McDonald's slogan, launched in 1971, became famous for the line about deserving a break?

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

The campaign presented a McDonald's visit as a small reward or respite in a busy day. Its wording broadened the brand beyond food description: the restaurant was marketed as a convenient, cheerful place where customers could take a break. The campaign became especially memorable because of its musical advertising treatment.

The slogan was written by Keith Reinhard and his team at Needham Harper Steers. McDonald's advertising history often cites it as one of the most successful and recognizable campaigns of the 1970s.

It is easy to confuse this line with “Look for the Golden Arches,” the earlier 1967 slogan, or “I'm Lovin' It,” the global campaign introduced in 2003. The “break” slogan belongs specifically to McDonald's 1971 advertising era.