HARTFORD, Conn. (WFSB) – Recent billboards in New York City have caused quite a stir.
A campaign, launched by the Connecticut Office of Statewide Marketing & Tourism, placed billboards in iconic spots like Times Square and Mott Street to promote CT’s signature coal-fired apizza.
The billboards included messages like, ‘The Nation’s Best Pizza—Not You, New York.’
Passersby were invited to call 1-844-CTPIZZA or visit www.betterpizzainCT.com to weigh in, and they did.
“What started as a few cheeky billboards turned into a full-blown national food fight — with NYC’s mayor weighing in, radio and TV hosts clapping back with cheesy stunts, and thousands of pizza lovers jumping into the fray,” said the Connecticut Office of Statewide Marketing & Tourism. “But Connecticut didn’t just stir the pot — the state backed it up with data, viral reactions, and the kind of cultural moments money can’t buy. This wasn’t just a pizza campaign. It became a case study in how to spark a national conversation… with a side of mozz.”
According to Google Analytics and Arrivalist,
- Day trips to New Haven from NYC rose 22% in June.
- Overnight stays from NYC to New Haven in June were up 12%.
- CTvisit.com pizza-related pageviews jumped over 50% in June.
- The campaign generated $13M+ in earned media ad value — on a $220K spend.
The state says they received more pro-Connecticut pizza feedback from folks in New York, Chicago, and Detroit than pushback.
“We know exactly what we’re doing,” said Anthony Anthony, Chief Marketing Officer for the State of Connecticut. “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.”
Copyright 2025 WFSB. All rights reserved.