Connecticut’s Pizza Ads Spark Fiery NYC Backlash
Empire State residents unleash profanity-laden responses to state’s “best pizza” claim
A bold marketing campaign by Connecticut, touting the state as home to America’s premier pizza, has ignited a firestorm of protest from New York, with residents responding with outrage and colorful language.
“Not You New York” Provocation
The Connecticut Office of Statewide Marketing & Tourism launched a provocative billboard blitz across New York City, including high-traffic areas like Times Square. Featuring the assertive message, “The Nation’s Best Pizza—Not You New York,” the campaign aimed to generate buzz and discussion by inviting feedback via a hotline and the website betterpizzainCT.com.
The strategy, described as “rage bait” by officials, clearly hit a nerve. A compilation of responses released by Connecticut officials this month revealed the intensity of the reactions.
“Capital of pizza? I don’t know what the [expletive] you’re cooking out of the sea, but that is not the capital of pizza. That is some washed up [expletive] you’re cooking up.”
“This is serious. So take this ad down now, unless you’re willing to stand on business and prove that you’re the best pizza. [Expletive] you, Connecticut.”
Audio: Callers sound off on Connecticut’s pizza marketing campaign
“Salty Language” Fuels Buzz
Despite the colorful expletives, Connecticut’s chief marketing officer, Anthony Anthony, believes the campaign successfully created significant public interest. The $220,000 investment reportedly generated approximately $13 million in “earned media,” a measure of free publicity from various outlets.
The campaign drew commentary from prominent figures, including radio and television hosts and even the mayor of New York City. Similar marketing efforts were also directed at Chicago and Detroit.
Anthony explained the campaign’s broad appeal, stating, “It’s such a comfort topic. It doesn’t matter what you believe in. It doesn’t matter whether you’re on the right or left or your religion. It’s like food is this thing that brings people together. And I put pizza at the top of the food pantheon.”
Pizza Wars Continue
While the billboards garnered some positive feedback, many calls were reportedly filled with disbelief and profanity. One particularly strong reaction stated, “Y’all got the sleaziest [expletive] pizza ever,” with the caller adding, “Y’all are smoking crack.” Another commenter referenced Connecticut’s past with the Hartford Whalers, who left the state in 1997, quipping, “Get over yourself, because even if you are the pizza capital of the world, you’re just Connecticut.”
Despite the critical responses, Connecticut’s tourism office reports a tangible increase in visitors. Day trips to New Haven from New York City saw a 22% rise in June compared to the previous year, with overnight stays increasing by 12%. This aligns with the state’s broader tourism goals, as Anthony noted, “Of course, we want heads in beds. Of course we want more people here spending money. But ultimately, the soft measures for me are the things that create long term, lasting impact.”
He concluded, “I think if [pizza] is something that sets us aside and sets us above and beyond others, and gives us that firm sense of identity and place in the world, that’s work well done.”
