The Bundeswehr, Germany’s armed forces, is actively seeking to enlist approximately 73,000 additional active soldiers over the next ten years. In a novel approach, citizens are encouraged to join the military by scanning QR codes found on kebab packaging sold in street food outlets across the country, as reported by Politico.
A spokesperson from the Berlin Ministry of Defense stated on Wednesday to Berliner Kurier that this recruitment drive targets not only young individuals considering their career paths but also those looking to change careers and skilled workers contemplating new professions.
The kebab packaging initiative falls under what the ministry describes as “ambient advertising”—recruitment materials placed in locations commonly frequented by potential candidates.
According to the ministry, kebab shops do not receive any financial incentives for participating; instead, they voluntarily agree to distribute these materials. “Restaurants receive free packaging with the logo,” the institution clarified.
Germany is not the first European nation to rethink its military recruitment strategy in recent years. In a 2019 advertising campaign, the British Army targeted “snowflakes,” “selfie addicts,” and “phone zombies.” Moreover, France launched a nationwide multimedia recruitment campaign in 2024, while the Netherlands has offered young people a chance to spend a paid year in uniform starting in 2023.
This unconventional recruitment strategy comes at a time when Berlin is eager to expand its military forces. As of the end of July, the Bundeswehr counted 186,705 active-duty personnel, the highest level in 13 years, but aims to exceed 260,000 by 2035 to meet NATO capacity objectives.
