Brands in Malta are talking in Maltese again – here’s why

For years, many businesses in Malta opted to market themselves in English, often sidelining the country’s native tongue in favour of what was deemed more international and broadly understood.

The tide is now turning.

As explored in a previous article, companies are increasingly embracing the Maltese language in their branding, and now, local brands have shared with MaltaCEOs.mt why they made that choice.

PVC apertures supplier Finestral is one such company. Five years ago, the brand aired a cartoon advert in Maltese that quickly gained traction with local audiences. It was met very positively and sparked a positive discussion about how the Maltese language could be used in a creative way for advertising.

“The decision of having the advert in Maltese was quite simple and we wanted to make sure that the locals understand the ad and can relate it,” the company said.

The advert featured stereotypically Maltese characters – neighbours gathered to chat and vent about day-to-day frustrations – a relatable and humorous depiction of local life.

While the company later experimented with ads in English, the original cartoon’s popularity led them to return to Maltese, recently releasing a sequel also featuring stereotypical local characters.

For Finestral, speaking in Maltese is not only about relatability but also relevance. “We want to make sure to drive our message home to locals, who are more likely to want to improve their homes or be working on their first home.” The company says that the success of these ads “encourages us to continue working in this direction.”

Meanwhile, Twistees, a beloved snack brand by Strand Palace Agencies, has long used Maltese on its packaging – a decision that Managing Director Steve Calleja described as a natural one.

“The Twistees brand is manufactured for only the local market so multilingual text is not necessary,” he explains. Products destined for export are branded under the name ‘Tastees’, but for the Maltese market, Twistees embraces the native language proudly.

When asked whether there had been any resistance to using Maltese on packaging, Mr Calleja was clear: “No. We use the services of a professional translator and we never encountered any resistance. On the contrary, we found enthusiastic support.” He adds that since Twistees is a local icon, “we felt it befitting to use our mother language.”

Other products under the Twistees brand are all bilingual, in both Maltese and English. Those under different brands are multilingual, depending on the markets they target.

PANINA, the eatery known for its hearty sandwiches made with traditional Maltese bread, has also leaned heavily into bilingual branding. From packaging to signage, phrases like L-ikla t-tajba (‘Enjoy your meal’) and Aħħ kemm hu tajjeb! (‘It tastes so good!’) are incorporated seamlessly into the customer experience. The brand demonstrates how Maltese can be integrated into marketing without feeling forced – a point echoed by marketing experts interviewed in the earlier article.

“PANINA has always been a proudly Maltese brand – not just in our food, but in our spirit,” the company stated. “It wasn’t just about standing out, it was about being true to who we are and connecting more deeply with the people we serve every day.”

The brand is deliberate in choosing where and how it integrates the language. “We try to be intentional and thoughtful with it. We’ve started using Maltese more prominently in places where it feels most natural and authentic, like on our takeaway bags, napkins, menus, and social media captions,” they explained.

Playful and familiar phrases are where PANINA truly shines. “For example, you might see a caption like ‘AĦĦĦ, KEMM HU TAJJEB!’, because that’s exactly what someone would say at the family table. It’s warm, nostalgic, and speaks directly to the Maltese soul.”

The impact has been notably positive. “There’s something powerful about seeing your own language reflected in a modern, everyday brand. It creates a sense of pride, familiarity, and belonging,” the company shared, noting that customer feedback and social media engagement have reflected increased connection and loyalty.

However, PANINA also acknowledges challenges. “The biggest one is probably striking the right tone… we also want to make sure we’re using it correctly and respectfully.” Balancing bilingual content while maintaining authenticity and clarity is an ongoing process. “Every time we use Maltese in our branding, it brings us closer to the community that built PANINA in the first place.”

As local companies have shown, using Maltese in branding is more than a marketing tactic – it is a reaffirmation of identity. From adverts to packaging and daily interactions, the Maltese language is proving to be a powerful tool in building trust, engagement, and emotional resonance with customers.

With brands like Finestral, Twistees, and PANINA leading the way, it’s clear that more businesses are recognising the value of speaking their audience’s language – literally and culturally. And as the conversation around language and localisation continues to grow, it appears the Maltese language is not just being heard – it’s being celebrated.

Moreover, as language experts previously noted, using Maltese creatively and correctly helps to endear it to the public and even boosts visibility for brands. A well-placed Maltese phrase on a packet or napkin doesn’t just deliver a message – it invites engagement, encourages shares on social media, and builds authenticity.

While challenges remain – such as ensuring proper grammar and avoiding tokenistic use – the feedback from local brands demonstrates that Maltese is not only viable in marketing, it’s increasingly valued.

As Finestral put it, the success of their Maltese-language ads proves that “this is the direction” they want to keep pursuing – and with more companies expressing similar sentiments, it seems Maltese is steadily becoming the language of choice not just in casual conversation, but in business too.