Food Fight: Connecticut's CMO Boldly Brings 'Pizza Capital of the U.S.' Battle to Streets of New York

If New Yorkers thought Connecticut was done claiming the title of Pizza Capital of the U.S., they’d better think again. Starting on Thursday, June 12, the state took its unapologetic pizza pride to the streets of NYC with a billboard blitz that dares New Yorkers to admit their pizza isn’t as good as Connecticut’s.

The campaign, launched by the Connecticut Office of Statewide Marketing & Tourism, features in-your-face billboards at iconic spots like Times Square and Mott Street, with messages that taunt: “The Nation’s Best Pizza—Not You, New York.” Passersby are invited to call 1-844-CTPIZZA or visit www.betterpizzainCT.com to weigh in, whether to roast Connecticut’s audacity or secretly agree that the state’s signature coal-fired apizza—the kind born in New Haven—just might just reign supreme.

“As a former long-time New York City resident, I’ll admit their pizza is good,” said Anthony Anthony, chief marketing officer for the State of Connecticut. “But it isn’t the nation’s best. That title belongs to us. This isn’t just a food fight, but if it were, Connecticut would win. From the moment we put up that sign at the CT/NY border last fall, we knew we’d stir things up. Stephen Colbert roasted us. Social media exploded. And we didn’t shy away. This is the kind of playful rivalry that brings people together around a bigger table and puts our pizza culture front and center.”

In a bold example of tourism marketing done differently, Anthony spent time on Thursday conducting on-the-street interviews, speaking with pizza lovers (and haters), and defending Connecticut’s claim to the pizza throne. He also gave away round-trip Metro-North tickets to lucky passersby—a face-to-face invitation to come experience Connecticut’s pizza firsthand.

Anthony’s visit offered high-visual, high-energy moments for the news media, complete with signage, pizza boxes, and maybe even some heated conversations.

But Connecticut’s pizza swagger is more than bravado—it’s driven by a rich culinary heritage that plays a key role in both tourism and local pride. Since last September, when a cheeky “Welcome to Connecticut—Home of the Pizza Capital of the U.S.” border sign went viral (even earning a Stephen Colbert moment), the state leaned further into its pizza identity.

A public vote for Connecticut’s Top 100 Pizzerias drew over 13,000 ballots, paving the way for the upcoming inaugural Connecticut Pizza Trail, a curated tour of the state’s most beloved pizzerias launching October 1 for National Pizza Month. New Haven dominated the Top 20 list, revealed May 2, but spots from Avon to Willimantic prove the state’s pizza range and diversity.

The campaign’s genius—complete with art installations and fashion collabs—has so far earned more than 2,000 media hits. Its mix of humor, provocation, cultural heft and a little well-placed arrogance won’t stop in New York; Connecticut is launching a digital blitz targeting pizza hubs like Chicago, Detroit and New Jersey, challenging them to join the debate and pick a side.

“We know exactly what we’re doing,” Anthony said. “This isn’t about being subtle—we’re telling the world we’re the best. Connecticut’s pizza legacy doesn’t need a spotlight. We just turned it on so everyone else could see it. The quality, the taste, the diversity—our pizza speaks for itself [and] has for generations, and we invite the world to experience it for themselves.”

Connecticut pizza certainly has the goods. From coal-fired New Haven classics to Greek-style pan pies, crispy tavern-style to California-inspired slices, and Sicilian to Neapolitan traditions, this small state punches way above its crust, serving a world of styles with big flavor and even bigger pride. The Connecticut Pizza Trail is proof of that depth.

Here’s a list of the campaign’s key billboard and liveboard locations:

Key Billboard Locations