North Carolina Sweet Potato Commission

Not sure how to cook sweet potatoes? You’re not alone. While 41 percent of U.S. adults eat sweet potatoes at least once a month or more,1 24 percent of adults aren’t quite sure how to cook them.2 The North Carolina Sweet Potato Commission asked themselves, "What will drive consumption?"

To reach the consumer directly, Padilla's Research + Insights group used the culinary studio to facilitate focus group sessions to chat sweet taters and hear feedback first-hand. Guided by the findings, Padilla captured beautiful photography of sweet potatoes, cut and showcased in simple and versatile preparations, becoming the go-to resource for helping consumers conquer the kitchen and learn the easy tricks of cooking sweet potatoes.