Empire State Review Team 
In a playful and audacious move, Connecticut is declaring itself the “pizza capital of the United States,” targeting its famous rival New York City with an eye-catching marketing campaign. Sponsored by the Connecticut Office of Statewide Marketing & Tourism, the campaign has placed provocative billboards in high-traffic areas like Times Square and Mott Street, aiming to grab the attention of New Yorkers and pizza lovers everywhere. With cheeky messages such as “The nation’s best pizza. Not you, New York.” and “Connecticut pizza wins. NYC takes the L.,” the campaign is as bold as it is fun, sparking a playful rivalry between the two pizza hotspots.
At the heart of the campaign is a challenge to New York City’s long-held reputation as the ultimate destination for pizza. The billboards, while humorous, are part of a broader strategy to position Connecticut as a serious contender in the pizza world. Each ad features a QR code that links to BetterPizzaInCT.com, a website where users can share their thoughts on the campaign or contribute to the debate over who truly serves the best pizza in the country. In addition, a dedicated phone line is available for voicemails, allowing Connecticut’s pizza fans to weigh in directly, adding a more interactive element to the campaign.
The campaign is more than just a marketing stunt; it’s part of a larger initiative to shine a spotlight on Connecticut’s rich and diverse pizza culture. Anthony, Connecticut’s Chief Marketing Officer, explained that the purpose behind the campaign is not to diminish New York’s pizza but to draw attention to the quality and variety of pizza offerings in Connecticut. “It’s a playful jab at a friendly rivalry, meant to highlight the pride we take in our pizza culture,” Anthony said. “We want to show people that Connecticut’s pizza is deserving of attention, and this campaign is a fun way to start that conversation.”
The campaign doesn’t stop at just poking fun at New York. Connecticut is preparing to expand its reach by launching similar efforts in other pizza-loving cities like Chicago, Detroit, and New Jersey. The state is positioning itself as a rising star in the pizza world, and this marketing push is aimed at attracting food enthusiasts and travelers eager to explore new pizza destinations.
In addition to the advertising campaign, Connecticut has big plans for October 1, when it will unveil the Connecticut Pizza Trail, a curated guide to the top 100 pizzerias in the state. The trail will feature a variety of pizza styles and offer an immersive experience for pizza aficionados looking to sample the best Connecticut has to offer. The trail’s launch will be accompanied by a two-day media and influencer event, which will include pizza-making workshops, pizzeria tours, and a themed bus ride to celebrate the state’s pizza prowess. Among the standout establishments is Modern Apizza in New Haven, which is widely regarded as one of the top pizzerias in Connecticut, known for its traditional coal-fired pizza.
The announcement of the Connecticut Pizza Trail has already garnered attention from food critics and pizza enthusiasts alike. As more and more people look to explore the culinary offerings of smaller, regional destinations, Connecticut is positioning itself as a must-visit state for pizza lovers. The campaign also speaks to a growing trend of state and regional pride, with local businesses and tourism boards finding new ways to celebrate and promote their unique food cultures.
For Connecticut, the marketing push is not just about pizza—it’s about fostering a sense of identity and pride. By taking aim at New York City’s pizza monopoly in a humorous and lighthearted way, the state is carving out its own space in the national conversation around pizza. Whether or not Connecticut can officially claim the title of “pizza capital” remains to be seen, but one thing is clear: the state’s pizza culture is getting the attention it deserves.
As the campaign rolls out across other cities, Connecticut’s playful jab at New York City is likely to keep the debate going. One thing is for sure: pizza lovers across the country will be keeping a close eye on what this new “pizza capital” has to offer.
