Which slogan did McDonald's use in the 1970s campaign built around the line 'You deserve a break'?

McDonald's used the slogan “You Deserve a Break Today” in its major 1970s advertising campaign.

The line presented a visit to McDonald's as a small, deserved pause in a busy day. It shifted emphasis away from only describing the food and toward an emotional brand promise: convenience, relief, and a moment of enjoyment. The campaign became one of the most memorable examples of McDonald's long-running slogan-based advertising.

The phrase was introduced in 1971 and was supported by a widely recognized jingle. Its wording is often shortened in casual references to “You deserve a break,” but the canonical slogan included “today.” That final word made the message immediate and suited repeated broadcast advertising.

It should not be confused with “I'm Lovin' It,” which McDonald's introduced decades later in 2003, or “You, You're the One,” another earlier McDonald's advertising line. McDonald's has used many slogans in different markets, but this exact phrase is the signature line of its early-1970s campaign.