It’s a sad day for pizza lovers. According to an announcement published this morning on Channel3000.com, James Martin Pedersen has died.

Pederson, best known as the face of Wisconsin-based pizza chain Rocky Rococo’s, was a long-time Madison resident whose style became the heart and soul of the popular pizza brand.

Wooing the public with his white suit, round sunglasses and his distinctive deep voice, Rococo starred in countless commercials through the 1980s and '90s – including the one below -- becoming an indelible part of Wisconsin pizza culture.

Heck, he even made Andy Tarnoff's recent list of Milwaukee-themed Halloween costumes.

Rocky Rococo opened its first location on Gilman Street in Madison in 1974 and quickly became a local institution. Founded by business partners Wayne Mosley and Roger Brown, Rocky Rococo’s became known for its signature pan-style pizza, breadsticks, salad bar and individually boxed slices.

Today, Rocky Rococo boasts 40 locations, mostly in Wisconsin, with a corporate headquarters in Oconomowoc.