Pizza Capital of the U.S. Campaign
Insights
Connecticut needed a way to stand out with far fewer marketing dollars, while also improving its stodgy image. Rather than relying on traditional advertising, the state leaned into a PR-led approach. Pizza was the centerpiece of a year-long story designed to spark conversation, rivalry, and pride.
Idea
People travel for food. And CT has great pizza — a fun, down-to-earth attraction. So, we audaciously claimed America’s pizza crown. We made our case in the press, challenging pizza-famed destinations nationwide. A high-impact, low-budget PR/social food fight ensued.
![[image]](https://www.adamsknight.com/assets/1763485470-PzzaBillboard1.png)
Connecticut placed provocative billboards outside iconic New York City pizzerias—intentionally inviting debate and drawing national media attention to the state’s pizza claim.
![[image]](https://www.adamsknight.com/assets/1763490207-PizzaTrail-Phone3.png)
We engaged Connecticut residents by inviting them to vote for the top 100 pizzerias in the state and then used those votes to create a new Connecticut Pizza Trail on CTvisit.com.
![[image]](https://www.adamsknight.com/assets/1763484890-PizzaLaptop.jpg)
All posts invited people to call a hotline with their reactions or write in their comments on our website — betterpizzainct.com.
![[image]](https://www.adamsknight.com/assets/1763485198-PizzaPoster.png)
Through a sprinkling of paid social posts across key cities, we invited people to call a hotline with their reactions or write in their comments on our “ragebait” website.
Impact
Connecticut entered the campaign with long-standing perception challenges and a sharply reduced budget. This campaign generated unprecedented national attention driven almost entirely by PR, which drove sustained coverage across news, culture, and social platforms. More importantly, the attention translated into real change: a brand study showed the largest perception shift in state history, alongside measurable increases in long-distance visitation, search interest, and time spent in-state.
