Long Live the Mailbox: How Fortune Favors Is Reimagining Print Magic This Holiday Season
In a world where inboxes are crowded and screens never stop glowing, one Wisconsin brand is proving there’s still something extraordinary about the mailbox.
Fortune Favors, the artisanal pecan company founded by Eric Rupert and Jess Benish, has built a loyal following through craft, flavor, and authenticity. Their story began with what Eric calls “a beautiful accident” — when a handful of pecans tumbled into the wrong pot, emerging later with a perfect, shiny glaze and a flavor he couldn’t stop tasting. That accidental discovery became a signature product now found in over 3,000 retail stores nationwide.
This year, Fortune Favors is bringing that same sense of serendipity and delight to their first-ever direct mail campaign, created in partnership with Royle Printing and guided by Wayne Doleski, from Black Bee Marketing.
Why Print, and why Now?
As Fortune Favors expanded from a local Madison favorite into a national brand, the team wanted to reconnect with their community in a more personal, tangible way — especially around the holidays.
“With Wayne’s encouragement, we realized there’s something magical about receiving a beautiful, printed piece,” said the Fortune Favors team. “It builds anticipation in a way digital can’t replicate. Our brand is all about slowing down, savoring moments, and finding delight in simple things — and print reflects that intentionality perfectly.”
Their “Enchantment Season” pop-up shop opens in downtown Madison this fall, and the mailer serves as both an invitation and a storytelling piece, blending nostalgia with modern design.
From Concept to Creation
Working closely with Wayne and the Royle team, Fortune Favors selected a self-mailer format — approachable, efficient, and visually stunning. It features mouth-watering photography of their signature flavors, a spotlight on Chef Eric’s story, and special holiday offers, including free shipping over $99 and a complimentary gift with purchase.
“The format lets the brand shine immediately,” said Wayne. “There’s no envelope barrier — recipients instantly see the beautiful packaging and are drawn in by the quality. It’s a perfect reflection of who Fortune Favors is: premium, intentional, and joyful.”
Print That Delivers More Than a Message
For a brand built on sensory experience, print marketing was a natural fit.
“Print is itself a sensory medium,” they explained. “The texture, the imagery, the craftsmanship — it all tells a story before you even read the words. It’s something people hold onto, not just scroll past.”
And that’s exactly what this campaign is designed to do: create connection through craft.
An Integrated Approach
Fortune Favors’ direct mail piece is part of a larger omnichannel holiday campaign that includes digital advertising, email marketing, social media, and local PR efforts. The print mailer serves as the anchor — the tactile touchpoint that drives awareness, excitement, and ultimately, action.
From there, the story continues online, across Instagram and Facebook, and in their beautifully designed downtown pop-up shop. Each element reinforces their core message:
“Enchant every moment.”
Royle’s Takeaway
This collaboration embodies what Royle believes in: that print isn’t old-fashioned — it’s timeless. It cuts through digital noise, evokes emotion, and connects brands with audiences in meaningful ways.
Whether it’s a national catalog or a first-time self-mailer, print has the power to stop the scroll and start a story.
So, here’s to the brands who still believe in magic you can hold. Long live the mailbox.
