Asia-Pacific Power List 2025: Jenny Melhuish, Aldi

Jenny Melhuish

Marketing director
Aldi
Australia
Returning member since 2024

In Australia’s competitive supermarket wars, Aldi has maintained its laser focus on its value-for-money promise, thanks in no small part to Jenny Melhuish. As head of marketing, Melhuish has helped sharpen Aldi’s challenger brand mindset, ensuring its ‘Good Different’ positioning lands with clarity and wit, especially in today’s price-sensitive climate. 

This wit is just part of what makes Aldi’s brand voice inimitable over the years. Take this campaign, titled ‘Quality is Easy To Find’, where a true-crime setting signals danger and leads viewers through a gratifying snack hunt. Campaign’s very own Ad Nut praised it as clever and says: “The campaign is very reminiscent of what we've come to see from the best Australian advertising—deadpan, quietly absurd, and not trying too hard to be smooth even though it absolutely is.”

The brand’s 2024 Christmas campaign deployed this brand of humour in an equally effective manner. In a 60-second spot called ‘Go A Little Extra’, an overzealous couple answers a simple Christmas lunch request literally by building an actual boat-sized vessel filled with gravy to denote ‘gravy boat’. Part of Aldi’s recent success with its signature voice is with the help of agency partner BMF, no stranger to funny creative concepts. 

Through these campaigns and more, a recent brand index study by YouGov found that Aldi, perceived as the most affordable supermarket option, has seen its consideration score (which measures consumer willingness to purchase from a brand) rise from 48% to 50% between January 2023 and January 2025. Conversely, rivals Woolworths and Coles experienced a substantial drop in consideration, falling from 66% to 56% and 63% to 57%, respectively, during the same period.

Last year, Melhuish and her team contributed to the launch of Aldi Insurance and Aldi Holidays, expanding beyond its groceries tier. The former product aims to “strip away the complexities” that often come with car, home, and contents insurance by consolidating them into a straightforward offering. Meanwhile, Aldi Holidays offers holiday deals including cruises, experiences, and tours at hard-to-beat prices. This foray outside of its supermarket brand allows Aldi to leverage its valuable network of shoppers looking for low-cost options. 

Prior to joining Aldi, Melhuish was head of marketing and media at Australian bank Westpac, where she honed her marketing, brand-building, commercial and leadership skills.