After studying the slogan for McDonald’s [in 1971], “You deserve a break today,” Burrell decided it was ineffective in reaching blacks. He believed the theme presented McDonald’s as being a “special treat” that families used sporadically. In contrast, his research suggested that McDonald's restaurants were a part of many blacks’ daily experience. Therefore the idea that the restaurants were only useful when one needed or wanted a break was meaningless to blacks. In place of the original slogan, he suggested the theme “McDonald's is good to have around” for the black consumer market.
The new slogan and accompany advertising campaign were a hit among black consumers. From that point onward, McDonald's remained one of the agencies largest clients.