Cinnabon Scores Big With 'Better Call Saul' Cameo

At the end of the final episode of Breaking Bad, Saul Goodman (played by Bob Odenkirk)  — Walter White's lawyer — says he's getting out, plans to lay low, and in a month's time, "best case scenario, I'm managing a Cinnabon in Omaha."

And so he is, as last night's premiere episode of the much-anticipated Breaking Bad spinoff, Better Call Saul, proved. But why would a brand want to associate itself with the crime and punishment in a show like Breaking Bad or Better Call Saul? TIME magazine reports that the chain is so pleased with its depiction on the show that they're giving away free cinnamon rolls today between 5 p.m. and 9 p.m. locally at each of their 704 stores. Customers who take in-store selfies and post them to twitter with the hashstag #SaulSelfie are entered to win a year's worth of Cinnabon.

Perhaps the chain's appeal to the everyman/unlikely criminal — and award-winning television — is helping boost their sales numbers.

Cinnabon has been on board with their association to the show since the last episode of Breaking Bad aired. Back then, the Cinnabon location in Omaha honored the mention with a sign and quote. Today, Cinnabon CEO Kate Cole has been having fun on Twitter while promoting the giveaway:

First Undercover Boss, now #BetterCallSaul - it's official, our buns are more famous than @KimKardashian's.

— Cinnabon (@Cinnabon) February 9, 2015