Germany’s military has a new recruiting tool: Kebab wrappers
The recruitment campaign comes as Berlin seeks roughly 73,000 additional active troops over the next decade.
Kebab shops in Germany have taken on a new role as recruiters for the country's military, offering individuals the chance to join the Bundeswehr's medical service. Citizens can now join by simply scanning QR codes on street-food wrappers found across the nation. The defense ministry announced the campaign on Wednesday, stating that it targets not only young people but also career changers and skilled workers considering a new profession.
According to the ministry, the kebab wrappers are part of what they call "ambient" advertising, placing recruitment materials in locations where potential applicants go about their daily lives. The restaurants themselves do not receive any payment and agree voluntarily to distribute the material. Germany is not the first European country to rethink its military recruitment approach in recent years; in 2019, the British Army targeted "snowflakes," "selfie addicts," and "phone zombies," while France launched a nationwide multimedia recruitment drive in 2024.
The Netherlands has been offering young people the opportunity to spend a paid year in the military since 2023. This unconventional approach comes as Berlin seeks to expand its armed forces, currently numbering 186,705 active troops at the end of July, with a goal of reaching over 260,000 by 2035 to meet NATO capability targets.
Written by urgent.news from Politico EU's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
