Inside ‘Better Call Saul’ and Cinnabon’s Craziest Sponsorship Ever

The beloved cinnamon-bun chain has teamed up with AMC’s “Better Call Saul” since the show’s start, resulting in one of the most unique television business partnerships in recent memory.

Odenkirk’s line about Cinnabon in “Granite State” caught the attention of the mall foodcourt staple’s opportunistic social media team.

Bernstein reached out to Cinnabon to share news that they were creating a Saul-centered spinoff, said Jill Thomas, vice president of Global Marketing for Cinnabon.

Odenkirk was coached up by the airport staple company’s most tenured corporate employee, Deb Rowley, who started her career as the very first Cinnabon bakery manager in Seattle, Washington, in 1985.

“Bob went through significant training as any bakery employee would, although he had private lessons,” Thomas explained.

[...] they’ll do so with (very minor spoiler alert) a new Cinnabon sequence, which viewers will see shortly.

Extensive footage was filmed over several days, but it has been edited down to approximately three minutes in the first episode of each season.

[...] on the promotional side, the bakery got to drop a fresh Season 3 preview to fans, and is also giving away Saul’s briefcase stuffed with cash and other “personal belongings.”