A Ukrainian recruitment campaign on TikTok is enticing young men to sign military contracts with the promise of buying thousands of McDonald’s cheeseburgers.
The campaign has caused controversy and faced harsh criticism, while raising questions about the authorities’ recruitment practices during the ongoing war.
Ukraine’s Ministry of Defense has launched a recruitment video on TikTok, which appears to primarily target young men between the ages of 18 and 24. An age group that is currently excluded from the country’s mobilization.
The video emphasizes that those who sign a military contract will receive one million hryvnia (approximately €22,000) – a sum that, according to the video, is enough to buy 15,625 cheeseburgers at McDonald’s.
In the video, a man stands outside a McDonald’s restaurant and asks the question “How many cheeseburgers can be bought for 1,000,000 hryvnia?”, before presenting the figure of 15,625, based on a price of 64 hryvnia per cheeseburger.
Ukraine’s ministry of defense posted on TikTok a recruiting ad for guys aged 18 – 24.
They explained that, if they sign a contract with the Ukranian army, they could buy 15,625 cheeseburgers from McDonald’s.
Who is not convinced now? pic.twitter.com/7QTkJYWice
— Lord Bebo (@MyLordBebo) March 20, 2025
The strategy of using McDonald’s fast food as an incentive has generated strong reactions from, among others, former Ukrainian diplomat Andrey Telizhenko.
He says the strategy shows desperation and a lack of respect for the citizens of Ukraine.
– Anyone who would fall for the promise of 15,625 cheeseburgers is not going to receive that money anyway, he says, pointing out that many soldiers do not survive long enough to use the money.
Creative desperation
The criticism is amplified by social media, where users express both surprise and anger. Many call the campaign bizarre and inappropriate, especially given the ongoing conflict with Russia.
Previous reports from the Associated Press and others in January 2025 show that the country is planning reforms to include younger age groups in recruitment, which the video in question appears to be part of.
Ukrainian channels are dubbing the “Cheesburger” recruitment advert over the reality in Ukraine.
Black humour on a country that has become an open air prison. pic.twitter.com/OfPlsIfLCM
— Chay Bowes (@BowesChay) March 21, 2025
The recruitment campaign also reflects a broader trend of Ukraine trying to reach younger generations through social media, but using cheeseburgers as bait during a war creates a contrast that many find offensive.
The debate highlights the problems Ukraine faces in balancing military needs with public trust. While some see the video as a creative way to reach young people, others see it as a sign of desperation in a time of crisis.
The Ukrainian Ministry of Defense has not yet commented publicly on the criticism.