The rise of Maltese in marketing: A cultural revival in branding

For years, English has been the dominant language in Maltese marketing, with international and local brands alike choosing to communicate in a language that is widely understood.

However, a shift is happening – businesses are increasingly recognising the power of Maltese in forging deeper connections with their audiences. From catchy slogans to packaging, menus, and social media captions, Maltese is making its way in branding, and experts believe this is just the beginning.

The growing appeal of Maltese in branding

Thomas Pace, a lecturer of Maltese at the University of Malta, highlighted one of the earliest examples of an international company embracing Maltese in its branding. HSBC, which once carried the slogan “The World’s Local Bank,” translated it into Maltese as Bank dinji, bank lokali. “The bank probably wanted to localise the effect and power that it has around the world,” Mr Pace tells MaltaCEOs.mt.

More recently, businesses like Panina have embraced bilingual branding with phrases like L-ikla t-tajba / Enjoy your meal, a move that Mr Pace sees as significant. “Like HSBC, there are other companies doing this now, and sometimes, international companies are more Maltese than the actual Maltese, unfortunately,” he says.

Raquel Galdes Briffa, a marketing expert, explains that the growing use of Maltese in branding is a response to consumer preferences and cultural pride. “Over the years, we’ve seen a stronger appreciation for the Maltese language as an essential part of national identity.

Brands recognise that speaking to their audience in their native language fosters familiarity and trust. For international brands, this approach helps them integrate more seamlessly into the local market, showing respect for the culture rather than appearing as outsiders. Meanwhile, local brands leverage Maltese to differentiate themselves and reinforce their deep-rooted connection to the community.”

Jessica Magro, a Senior Digital Marketing Executive, has observed an increase in international brands like Starbucks and local brands like Panina incorporating Maltese into their marketing.

She believes that this shift stems from a desire to stand out. “In the past, new businesses would open with an English name, that was the norm. However, businesses that wanted to stand out started coming up with Maltese names. Although this should have been the norm, it was something unique that caught the eye of the public. Slowly, this is becoming a trend.”

Ms Magro also tells MaltaCEOs.mt that using Maltese in branding strengthens the bond between a business and its customers: “Using the Maltese language creates a stronger connection with the local audience, especially if the target audience of that particular business is local Maltese people.”

A more approachable Maltese

The use of Maltese in branding has an impact beyond mere localisation – it makes the language feel more relatable and even endearing.

“Without a doubt,” Mr Pace affirms when asked if this trend makes Maltese more popular. “For example, Panina has something as small as a napkin with Aħħ kemm hu tajjeb! (It tastes so good!) written on it. Having a message like that, so casual, that is written on something as basic as a napkin, I think makes Maltese ‘cuter’ and more informal, rather than simply using it in forms and laws.”

Associate Professor Michael Spagnol, a linguistics expert at the University of Malta, believes that the way Maltese is positioned within bilingual branding is equally important. He points out that some businesses still make stylistic or grammatical errors, which often leads to unintended consequences. “That serves a purpose totally contrary to what it is trying to achieve – that people talk about the campaign because of the bad use of the language.”

Prof. Spagnol also notes that on Instagram, “a lot of people are almost afraid of using Maltese – as if they believe they must write in English, even though that’s not the case.”

Ms Galdes Briffa echoes the importance of careful execution. “Maltese people are highly sensitive when it comes to their language. Any marketing campaign incorporating Maltese should be planned carefully, ensuring proper grammar, context, and cultural understanding to avoid unintended backlash.”

The everyday use of Maltese in business

Maltese is also making inroads into supermarkets and restaurants, though challenges remain. “There’s Pavi and Pama with their slogan Kulħadd jaf! for example,” Mr Pace notes, “but then the question is, when I go into the supermarket, are the signs in Maltese and English? Or only in English because it’s the language everybody knows?”

Prof. Spagnol believes that menus should not be restricted to English, nor should Maltese only be used in traditional eateries. “Menus in Maltese shouldn’t be only done in places where traditional Maltese food is served, but even in pizzerias and other restaurants. These are important, because if people are seeing ingredients written in English all the time, they’ll start saying ‘aubergines,’ and they forget that there is brunġiel (the Maltese word for aubergines).”

Beyond just branding and menus, Prof. Spagnol argues that Maltese should be incorporated across all aspects of business, including advertising. “Why am I advertising pasta and to show that it’s truly authentic I have to make an advert in only Italian? Or making the adverts for something like vaccinations – something truly for the Maltese – in English? In the middle of the 8pm news bulletin, when everything is in Maltese, all of a sudden you have adverts in English”

Free marketing through language

Using Maltese doesn’t just benefit the language – it benefits businesses too.

As Mr Pace observes, when companies use Maltese on their packaging, they often receive free marketing from enthusiastic customers. “The thing is, when companies use Maltese on their packaging, they get free marketing, because people are happy to see Maltese used and they share it on their social media saying how happy they are,” Prof. Spagnol adds.

Ms Galdes Briffa highlights how this contributes to brand authenticity. “In a market where consumers are becoming more selective about which brands they support, authenticity is key. International brands that integrate Maltese thoughtfully – not just as a token gesture, but in a way that aligns with their brand voice – are more likely to build credibility and loyalty. However, execution matters. If done in a way that feels forced or inaccurate, it can backfire. The most successful cases are those where brands invest in proper localisation, understanding not just the language but also the cultural nuances behind it.”

A growing acceptance of Maltese

The visibility of Maltese in branding is part of a larger cultural shift. “I remember greeting cards – ten years ago, you didn’t used to go to a stationery shop and see a wall covered in greeting cards in Maltese. But today, it’s something normal,” Prof. Spagnol points out. “And for the young children of this new generation, it will be something normal for them.”

Ultimately, “It’s not Maltese vs English,” Prof. Spagnol states, “but it’s both of them at the same time.”