In 1985, Jeno Paulucci, now in his 90's, sold Jeno's Pizza rolls to General Mills $150 million. According to the General Mills website over 240 million Totino’s/Jeno's Pizza products are sold annually.
"I should've kept the pizza roll. It's something that'll damn near live forever," he said. Source: Bnet
The 1960's Jeno's Pizza Rolls ad below is a spoof on a Lark Cigarette ad that used the William Tell Overture and the slogan "Show use your Lark pack." The creative director behind the commercial is Stan Freberg, a Clio award winning ad man who is often credited with introducing satire to the advertising world. Supposedly Jeno Paulucci had to pay off a bet over the success of Freberg's ad campaign by pulling him in a rickshaw on Hollywood's La Cienega Boulevard.
Sounds like an episode of Mad Men.