In the heart of Manhattan, Connecticut dropped a slice-sized truth bomb: “Connecticut pizza wins. NYC takes the L.”
No frills, no logos — just bold statements like:
- “The nation’s best pizza. Not you, New York.”
- “Hey NY pizza, there’s no shame in 2nd place.”
Response? Over 2,000 voicemails, tourism spikes, and a national food fight.
Why it worked:
- Provocation sells: It wasn’t polite. It was punchy, and impossible to ignore.
- Built-in rivalry: There’s nothing New Yorkers love more than defending their slice.
- Big ROI for small spend: $220K turned into $13M in earned media. That’s a 59× return.
Here’s my twist: If I ran a brand, I’d lean into playful provocation. Something your biggest fans already believe, but no one dared say — until you did.
Takeaway: Don’t just billboard your brand. Start the argument you want everyone to remember.