Bavarian Prime Minister Markus Söder is well known for his love of food, especially döner kebabs. Now this passion has received official status: his name has been registered as the trademark “Söder Kebab.”

Brand history

The idea was born in 2024, when Söder invited 40 Instagram followers to a lunch celebrating his 500,000th follower. Guests enjoyed döner, and for the first time T-shirts appeared featuring a caricature of Söder at a kebab skewer.

At the CSU party congress in Augsburg, there was even a “Söder Kebab” stand, where visitors could try the so-called “CSU döner” for just 3 euros. The event generated significant public interest and was widely discussed on social media.

Trademark and merch

The brand rights belong to CSU, not Söder personally. In the party’s fan shop, the following items are already on sale:

• “Söder Kebab” T-shirts — €19.99

• Hoodies with the brand logo — €35.99

Trademark protection extends beyond textiles to food products, meaning the range could later include meat, dairy, bread, and other classic döner ingredients.

PR stunt or strategy?

Registering a brand with the prime minister’s name is clearly a PR stunt. It highlights Söder’s charisma, his connection to younger audiences, and his fondness for simple pleasures like döner kebabs. Yet it also raises questions: should politicians use humor and commercial branding to promote their parties?

Expert opinions

Political analysts note that such marketing tactics are rare, though examples of “political merch” do exist in Germany. The CSU is clearly betting that “Söder Kebab” will not just remain a fan item, but become a way to draw attention to the party through a unique and memorable marketing strategy.