Автор: Dimitriy
Добавлено: 22.08.2026 23:31 (GMT 3)
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21.08.2026
EXPLAINED: Why German Army Is Using Kebab Shops To Find Soldiers
Источник видео.
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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.
German kebab shops want you for the country’s army: German citizens can now join the Bundeswehr’s medical service by scanning QR codes on street-food wrappers nationwide.
A defense ministry spokesperson told German outlet Berliner Kurier on Wednesday that the new recruitment campaign aims to reach “not only young people” deciding on a career but also “career changers and skilled workers” considering a new profession.
The kebab wrappers form part of what the ministry calls “ambient” advertising — recruitment materials placed in locations where potential applicants go about their daily lives. The kebab joints themselves don’t get paid, and operators voluntarily agree to distribute the material, according to the ministry.
“The restaurants receive the branded packaging free of charge,” it said.
Germany isn’t the first European country to rethink its military recruitment pitch in recent years: In a 2019 advertising campaign, the British Army targeted “snowflakes,” “selfie addicts” and “phone zombies.” France launched a nationwide multimedia recruitment drive in 2024, and the Netherlands has been offering young people the chance to spend a paid year in uniform since 2023.
The unconventional recruitment strategy comes as Berlin races to expand its armed forces. The Bundeswehr counted 186,705 active troops at the end of July — its highest level in 13 years — but aims to reach more than 260,000 by 2035 to meet NATO capability targets.
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German army turns Berlin doner shops into recruitment stations.
Photo shows a Doner Kebab wrapped in branded paper, served on a black plate atop a table in Hannover, Germany, February 17, 2026. (Adobe Stock Photo)
Germany's armed forces, the Bundeswehr, have begun advertising for recruits on doner kebab wrapping paper distributed at Berlin food stands, the latest recruitment tactic as the military works to expand its ranks amid what officials describe as a growing threat from Russia.
Customers picking up a doner kebab in Berlin's Lichtenberg district and elsewhere are now finding a career pitch tucked between the meat, garlic sauce and red cabbage.
The wrapping paper comes in camouflage colors bearing the slogan "Einmal Karriere mit alles", "One career with everything," a play on a common doner order, according to the Berliner Kurier.
The paper carries a QR code linking to bundeswehrkarriere.de, a website recruiting soldiers nationwide for the medical service.
Asked about the campaign, the Defense Ministry said it seeks potential applicants wherever they spend their everyday lives, "from social media to the train station," or, in this case, the doner shop.
"With a wide range of advertising tools, we reach not only young people in their career orientation phase, but also career changers and skilled workers who want to make a professional change and could see themselves with a future at the Bundeswehr. This portfolio also includes so-called 'ambient' measures. The doner bags fall under that," a ministry spokesperson said.
Photo shows a tasty doner kebab in a Turkish food booth in Germany, March 27, 2018. (Adobe Stock Photo)
Shop owners get free packaging, no payment
Kebab shop operators receive nothing in return for displaying the ads beyond the packaging itself, according to the ministry.
"The operators of the food stands voluntarily agree to the use of the advertising materials provided, and thus to their distribution. The restaurants receive the branded packaging free of charge," the ministry said.
Four thousand doner bags retail online for just over €30, an expense the participating shops now avoid, according to the Berliner Kurier. Both sides benefit modestly. The Bundeswehr gains attention, and the kebab shops get free packaging.
This is not the Bundeswehr's first venture into fast-food advertising.
In 2025, the military advertised on pizza boxes in southern Germany with the slogan "Hast Du auch viel drauf?" (roughly, "Do you have a lot going for you too?"), a pun referencing pizza toppings.
The photo shows a fast-food kebab in Siegen, Germany, on July 9, 2019. (Adobe Stock Photo)
Unclear effectiveness, but record recruitment numbers
How effective this style of recruitment advertising actually is remains difficult to quantify.
The Bundeswehr says it cannot demonstrate a direct link between individual advertising campaigns and subsequent applications, noting that career orientation often takes months or even years and that numerous other factors influence career decisions.
Still, the military has recently reported record numbers of applications and enlistments, with double-digit growth rates, among whom, the outlet noted, may well have been a doner enthusiast or two.
An Airbus A400M four-engine turboprop military transport aircraft of the German forces drives past a German flag at the Noervenich air base in Noervenich, western Germany, July 17, 2026. (AFP Photo)
Germany's broader military buildup
The doner campaign comes amid a broader Bundeswehr effort to expand its ranks.
Germany aims to increase the number of active-duty soldiers to 260,000 by 2035, up from about 183,000 at the end of last year, and to double its reserve pool to at least 200,000 members by the mid-2030s.
Chancellor Friedrich Merz told military leaders last year that Germany needed to become capable of defending itself as quickly as possible and needed more soldiers.
Defense Minister Boris Pistorius has said Berlin's ambition is "to be Europe's strongest conventional military," describing the military strategy as a "living document" while noting automation and artificial intelligence will continue to shape planning around troop numbers and required qualifications.
In July, the German government approved a draft law allowing the mandatory call-up of military reservists for training, abolishing a previous requirement that both the reservist and their employer agree to the call-up. In exchange, the military plans to make reserve service more attractive and give employers a longer notice period.
In March, Henning Otte, the parliamentary commissioner for the armed forces, said recruitment remains the Bundeswehr's biggest problem and that Germany may need to reinstate conscription if a voluntary recruitment scheme fails to attract enough people, Reuters reported.
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Bundeswehr Launches Unique Recruitment Campaign Using Kebab Packaging
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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.
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---------------------------------------------------- 12.04.2025.
Цитата:
12.04.2025, 11:07 GMT
Greasy recruitment: German army targets kebab lovers
Greasy recruitment: German army targets kebab lovers
Running out of soldiers, the Bundeswehr has turned to an unlikely ally: döner kebab wrappers. Germany’s army is now reportedly advertising on the paper that wraps your greasy, delicious döner.
Recruitment has never been so tasty.
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При всей «оригинальности» подхода МО России к рекламе контрактной службы в СВО, а.п. не может себе представить, что бы подобную рекламную компанию попробовали реализовать в России.
Есть очевидная разница в отношении россиян и европейцев к своему служивому долгу, своей гражданской обязанности защиты родины и страны.
В России граждане, в основном, выбирают умом и сердцем, а в цивилизованной Европе - брюхом и кошельком.
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С сожалением и с неаппетитными отраслевыми пожеланиями, Dimitriy.
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