Which McDonald's slogan launched nationally in the United States in 1971 with the line “You deserve a break today”?

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

The campaign presented a McDonald's visit as a welcome pause from everyday work and routine. Its wording connected food, convenience, and emotional relief, expanding the brand's appeal beyond speed and low price. The slogan became one of the chain's most enduring advertising lines and was supported by a widely remembered jingle.

This slogan is often confused with “Have You Had Your Break Today?”, an earlier McDonald's campaign from the 1960s. The similar wording reflects the brand's continuing use of the idea of a break, but the two lines are separate campaigns. “I'm Lovin' It” belongs to a much later global campaign launched in 2003.

The 1971 line also illustrates how McDonald's advertising shifted toward lifestyle positioning. Rather than simply describing the menu, it framed the restaurant as part of a customer's day and made the visit sound like a small personal reward.