The German army is trying an unusual way to attract new recruits. The Bundeswehr's recruitment advertisements are now appearing on kebab wrappers, which people can use via a QR code to access job offers directly. However, behind this unconventional campaign lies a serious problem: Germany needs to significantly increase the number of soldiers in the next decade, according to Politico.
The German Bundeswehr is looking for new recruits where many young people are practically every day - at kebab stands and restaurants. The specially printed wrappers on the popular street food contain a QR code that directs interested individuals to opportunities to serve in the medical branch of the German armed forces.
The new recruitment campaign was described by Politico, citing the German Berliner Kurier. According to the German Ministry of Defense, the advertisement is intended to reach not only young people who are currently deciding on their future profession, but also more experienced employees, qualified specialists, or people considering a career change.
The Bundeswehr is using a concept known as "ambient advertising" - that is, advertising placed directly in the environment where potential candidates normally move.
Restaurants receive wrappers for free
Kebab restaurant operators are participating in the campaign voluntarily, and according to the German Ministry of Defense, they are not paid for distributing the advertisements.
One motivation is that businesses receive the printed wrappers for free. For the Bundeswehr, it is also an opportunity to get recruitment advertising outside traditional posters, online campaigns, or job fairs.
Kebab is particularly popular as a fast food option in major German cities. This means that the advertisement can reach people who would not normally seek out military recruitment materials.
Bundeswehr needs tens of thousands more soldiers
Behind the somewhat amusing campaign lies a much more serious personnel problem. Germany wants to significantly expand its armed forces in the coming years to meet new commitments arising from NATO defense plans.
According to its current personnel plan, the Bundeswehr should have at least 260,000 active soldiers and approximately 200,000 reservists by 2035. This goal is based on new NATO requirements adopted in 2025.
As of the end of June 2026, there were 185,196 soldiers serving in the German armed forces, and more than 81,000 people worked for the Bundeswehr in civilian positions. According to figures cited by Politico, the number of active soldiers increased further to 186,705 by the end of July.
Germany therefore needs to recruit approximately 73,000 more active soldiers in the coming years if it wants to reach its planned numbers.
The Bundeswehr is already growing. In 2025, it recruited approximately 25,000 men and women, which was the highest number of new recruits since mandatory military service was suspended. Since January 2026, a new system of military service has been in place, based primarily on voluntary participation during peacetime.
Armies are looking for new ways to reach young people
Germany is not the only European country experimenting with unconventional recruitment methods for the army.
The British army caused a stir in 2019 with a campaign targeting young people described as "snowflakes," selfie lovers, or "zombies glued to their phones." The goal was to show that qualities of the younger generation that are sometimes ridiculed can be an advantage for the military.
France launched a large-scale multimedia recruitment campaign in 2024, and the Netherlands offers young people the opportunity to spend a paid year in uniform.
European armies are responding to a fundamental change in the security situation. The Bundeswehr itself states that after Russia's attack on Ukraine, it has become clear that its previously planned strength of 203,000 active soldiers would not be sufficient for credible deterrence and new NATO tasks.
Kebab wrappers with QR codes may appear at first glance to be a marketing curiosity. In reality, however, they are part of a much broader effort by Berlin to persuade tens of thousands more Germans to link their future to the military.
gnews.cz - GH