In a daring move that has captured the attention of both pizza lovers and locals alike, Connecticut declared itself the “pizza capital of the United States” on June 2, 2025. The bold proclamation was made through a series of eye-catching billboards strategically placed in some of New York City’s most iconic locations, including Times Square and Mott Street. The campaign, which is sponsored by the Connecticut Office of Statewide Marketing & Tourism, immediately sparked conversation and controversy, challenging New York’s long-held dominance in the pizza world.
The campaign’s message was anything but subtle. Prominently displayed on the billboards were cheeky and provocative statements like, “The nation’s best pizza. Not you, New York,” and “Connecticut pizza wins. NYC takes the L.” These messages, designed to grab attention, played up the friendly rivalry between the two states, known for their passionate debates over which is the true home of the best pizza in the country.
To engage viewers and encourage participation, each billboard featured a QR code linking to a website, BetterPizzaInCT.com. The site allowed users to share their opinions on Connecticut’s claim, either agreeing with the bold assertion or challenging it. Additionally, the campaign announced the upcoming launch of the Connecticut Pizza Trail, scheduled to debut on October 1, 2025. The trail will highlight the top 100 pizzerias across the state, giving pizza enthusiasts an opportunity to explore Connecticut’s diverse pizza scene while contributing to the growing conversation about the state’s pizza superiority.
While the campaign may seem tongue-in-cheek, it reflects a larger effort to draw attention to Connecticut’s thriving food scene, especially its renowned pizza culture. Known for its distinct style of pizza, often referred to as “Apizza” (a term derived from the Neapolitan dialect of “pizza”), Connecticut has earned a dedicated following among pizza aficionados. Many of the state’s pizzerias, particularly in New Haven, have garnered national and even international acclaim for their coal-fired pies and unique toppings. Frank Pepe’s Pizzeria, Sally’s Apizza, and Modern Apizza are just a few examples of establishments that have long been staples in the New Haven pizza community, attracting visitors from across the country who want to experience the authentic taste of Connecticut pizza.
However, this campaign comes at a time when New York City’s pizza culture is deeply entrenched in the public imagination. For decades, New York’s thin-crust pizza has been a symbol of the city’s vibrant food culture, with pizzerias like Lombardi’s, Joe’s Pizza, and Di Fara Pizza earning iconic status. As a result, Connecticut’s bold declaration is likely to fuel friendly debate between pizza lovers from both states, as well as across the broader U.S. pizza community.
The move is not just about making a bold claim, but about promoting tourism and boosting the state’s economy through food. The Connecticut Pizza Trail, which will officially launch in the fall, promises to be a significant draw for visitors who are eager to explore the best pizzerias the state has to offer. The trail will provide an interactive experience, allowing visitors to track their pizza journey across Connecticut and earn rewards for visiting multiple pizzerias along the way.
The campaign also highlights Connecticut’s efforts to stand out in the highly competitive tourism market. By tapping into the state’s strong food culture, particularly its pizza heritage, the Connecticut Office of Statewide Marketing & Tourism aims to attract visitors who may have previously overlooked the state in favor of the more heavily marketed food scenes in New York or other neighboring states. With pizza being a universal favorite, the hope is that this bold approach will spark curiosity and generate interest in Connecticut as a top culinary destination.
Of course, not everyone is on board with Connecticut’s claim to the pizza throne. Many New Yorkers, proud of their city’s pizza heritage, have already pushed back, arguing that no state can truly claim the title of “pizza capital” while New York City remains at the forefront of the pizza world. The ongoing rivalry between New York and Connecticut pizza lovers is sure to be a source of discussion for months, if not years, to come.
Despite the playful competition, Connecticut’s campaign has successfully ignited a conversation that showcases the diversity and pride of local pizza cultures. Whether or not the state can successfully claim the title of pizza capital remains to be seen, but the campaign has certainly achieved its goal of getting people talking. And with the Connecticut Pizza Trail set to launch later this year, it seems that the state’s love for pizza—and its sense of humor—will continue to be front and center.