Archive · 20 Aug 2026
Germany Uses Kebab Wrappers in New Military Recruitment Drive
Germany wants more people to consider joining its army.
It is advertising on kebab wrappers, which many people see during everyday life.
The wrappers have QR codes that lead to information about military medical jobs.
The campaign is not aimed only at young people choosing their first careers.
It also seeks career changers and skilled workers.
Kebab shops take part voluntarily and receive the special wrappers for free.
Germany says it needs a larger military and stronger defence readiness.
Its army had 186,705 active personnel at the end of July.
The country hopes to have more than 260,000 active troops by 2035.
Germany is placing military recruitment messages and QR codes on kebab wrappers.
The QR codes provide information about joining the Bundeswehr’s medical service.
The campaign targets young people, career changers, and skilled workers.
Participating kebab shops receive branded packaging free and join voluntarily.
Germany aims to expand its active military from 186,705 personnel to more than 260,000 by 2035.
- Who
- The German Defence Ministry and the Bundeswehr are conducting the campaign, with voluntary participation from kebab shops.
- What
- A nationwide recruitment campaign places military messages and QR codes on kebab wrappers to promote the Bundeswehr’s medical service.
- When
- The campaign is under way; the Bundeswehr had 186,705 active personnel at the end of July and Germany is targeting more than 260,000 by 2035.
- Where
- At participating kebab shops across Germany, through branded street-food packaging.
- Why
- Germany wants to broaden its pool of recruits, expand its military, meet NATO capability requirements, and strengthen defence readiness.
- Campaign type
- Ambient advertising using branded kebab packaging and QR codes.
- Recruitment focus
- Information about joining the Bundeswehr’s medical service.
- Target audiences
- Young people, career changers, and skilled workers.
- Shop participation
- Kebab restaurants participate voluntarily and receive branded packaging free of charge.
- Current active personnel
- 186,705 at the end of July.
- 2035 target
- More than 260,000 active troops.
- Stated strategic goals
- Meeting NATO capability requirements and strengthening defence readiness.