Cinnabon treated fans of AMC’s show, “Better Call Saul,” to a host of promotional fun, according to Restaurant News. The cinnamon roll retailer was ready to celebrate the show’s season two debut on Feb. 15 with yellow “Better Call Saul” promotional coffee mugs and cardboard cutouts of the beloved Bob Odenkirk character.
Fans of the series posted photographs of themselves with the cardboard cutouts as part of the #SaulSelfie promotion, which runs through Feb. 22. The winner of the selfie competition will receive a trip to the show’s setting, Albuquerque, N.M.
As to why a partnership with “Better Call Saul” makes sense for Cinnabon, the reference dates back to an episode of “Breaking Bad.” The character said, “If I’m lucky, a month from now, best-case scenario, I’m managing a Cinnabon in Omaha.”
The first season of “Better Call Saul” begins with the character working at a Cinnabon in Omaha.
The brand went all-out for the promotion, even offering free coffee on Feb. 15 for the season premiere.
“The positive feedback from our fans after our first appearance in the debut season of ‘Better Call Saul’ was so tremendous that we’re eager to kick off the second season with the same energy,” said Joe Guilth, president of Cinnabon, in a press release. “Part of our constant innovation philosophy is bringing the Cinnabon experience to fans in new and unexpected ways. It’s incredibly exciting to have the opportunity to surprise fans in relevant areas of pop culture, such as TV and film.”
