pressed. was engaged to lift awareness of Lucas' Papaw Remedies beyond its status as an iconic Australian skincare product and reposition it as one of the country's most enduring family-owned businesses. With the company approaching its 115th anniversary, we built a business storytelling campaign around its Queensland roots, multi-generational ownership and continued local manufacturing. Drawing on insights from CEO Jake Swinglehurst, the campaign positioned the brand as a rare example of an Australian family business that has stayed independently owned while achieving global recognition, securing coverage across business, trade and mainstream media on succession, manufacturing in Australia, brand longevity and growth in a modern consumer market. The effect was to shift the conversation from the product to the business behind it.