Who makes the best pizza in town? It’s a question that any town can ask.

So, in Valley Forge, Penn., that’s just what they did. Turns out, it’s a hot topic. “People are very passionate about their pizza, especially their neighborhood, go-to place,” noted Ed Harris, chief marketing officer for Valley Forge Tourism & Convention Board.

The 3rd Annual Montgomery County Best Pizza Tournament is underway…and it’s on fire. Shortly after last month’s launch, the pizza campaign had already reached more than 400,000 people on Facebook.

Competing “pizza shops each received a marketing kit, delivered by hand in a pizza box carton, which contained promotional materials and a copy of Crave, VFTCB’s award-winning dining guide,” reports the local newspaper. Votes are being collected via social media by tourism office, of course.

Read the VFCTB pizza campaign coverage from The Times Herald here.