In 1915, after both Joseph and Annie had died, the couple's sixth daughter Louisa and her husband Horace Watson took over the family's curry-powder business. Horace was reported to be a colourful character, and daringly transformed land at the foothills of Mount Wellington, overlooking Hobart, into a large advertising sign: using heavy stones painted white, he formed the words 'Keen's Curry' in letters 15 metres high. Public uproar resulted, but Horace won the right to use the land as an advertising sign.