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."
Hannah Abrams is the senior content editor for Promo Marketing. In her free time, she enjoys coming up with excuses to avoid exercise, visiting her hometown in Los Angeles and rallying for Leonardo DiCaprio to win his first second Academy Award.