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Cinnabon, AMC partner for season 2 of 'Better Call Saul'

Saul (Bob Odenkirk) from the AMC drama "Better Call Saul" will return in his present undercover persona, Gene, working as a Cinnabon bakery manager in Omaha, Nebraska, for the show's second season.

February 11, 2016

Saul (actor Bob Odenkirk) from the AMC drama "Better Call Saul" will return in his undercover persona, Gene, working as a Cinnabon bakery manager in Omaha, Nebraska, for the show's second season. The first episode of the new season will air at 10 p.m. ET Monday. In celebration of the second season's opening cameo, guests can visit any participating Cinnabon location to enjoy a free cup of coffee on Monday, according to a company press release.    

In addition to the free coffee day kick-off on Monday, now until Feb. 22 Cinnabon is calling upon "Better Call Saul" fans to snap their best #SaulSelfie. Take a photo with the life-sized Saul standee located at select Cinnabon bakeries and post the selfie to Twitter using the hashtag #SaulSelfie. One winner and a guest will receive a trip to the show's hometown of Albuquerque, New Mexico, where they will attend an exclusive "Better Call Saul" event. For official rules visit here.

"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 Guith, president of Cinnabon. "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."

AMC's Theresa Beyer, SVP, promotion, activation & partnerships, added, "We're thrilled to collaborate once again with the amazing team at Cinnabon to give something back to the dedicated and passionate fans of the show. We can't think of a sweeter way to celebrate the return of Saul, Jimmy and Gene."