Connecticut Doubles Down on Pizza Crown With Bold NYC Billboard Blitz to Troll NY — And New Yorkers Are Gonna Have Feelings About It
HARTFORD, CT [June 2, 2025]—If New York thought Connecticut was done claiming the title of Pizza Capital of the U.S., think again. Starting today, the state is taking its unapologetic pizza pride to the streets (and ego) 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 our 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.”
Why This Hits Hard
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 over 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,” adds Anthony. “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—has for generations—and we invite the world to experience it for themselves.”
But This Isn’t Just Noise for Noise’s Sake
Connecticut pizza 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.
Want to Weigh In?
Visit www.betterpizzainCT.com or call 1-844-CTPIZZA to share why you think New York pizza is second best — or, if you’re feeling bold, admit that Connecticut might just be No. 1.
And if you're still not convinced? We’ve got a slice with your name on it.
Key Billboard Locations
- 9th Avenue & 40th Street (542 9th Ave.)
- 260 Moore St., Brooklyn
- 202 Mott St.
- 200 W 50th St. (Times Square)
- 445 6th Ave.
Subway Liveboards:
- 34th Street-Herald Square Station
- 14th Street-Union Square Station
- 59th Street-Columbus Circle Station
- Fulton Street (Financial District)
- Nevins Street (Downtown Brooklyn)
- Times Square-42nd Street
