There is a huge billboard at Ninth Avenue and 40th Street in Manhattan claiming Connecticut is the nation's best pizza and not New York.

The billboard is right above a pizza shop. It's definitely turning heads.

"Uh. Connecticut? Um, no - absolutely not," said a woman from New Jersey. "Connecticut is actually the best pizza in the United States," said Chris Burgos, from Bridgeport.

"That's not true," said a teen from Texas.

News 12 Connecticut found a biker who drives a cart with ads. He says he wouldn’t mind driving smaller billboards like these around the city.

The in-your-face billboards are also at iconic spots such as Times Square and Mott Street, with messages that taunt: The Nation's Best Pizza—Not You New York.

"I will say, having lived in New York for 10 years, it's definitely courageous. It's definitely bold, but I'll tell you what it is - a friendly, fun food fight. And at the end of the day, no matter whether people love it or hate it, the fact of the matter is we're all talking about pizza. And this just raises awareness of pizza, whether it's Connecticut, New Jersey, New York, Chicago, Detroit ... this is all in good friendly fun," said Anthony Anthony, Connecticut chief marketing officer.

The state is also doing digital campaigns on social media in New Jersey, Chicago and Detroit.

Connecticut's pizza swagger as the Pizza Capital of the World is more than bravado. It's driven by a rich culinary heritage that plays a key role in both tourism and local pride.

"I think for a state like Connecticut, which so many people call a pass-through state or a drive-through state, I think the reality is we're showing the world that we are a drive-to state. And we're giving the people who are here a sense of pride and identity that maybe Connecticut didn't have before," said Anthony.

These billboards are also at New York subway stations.