A theme has emerged among the promos for Better Call Saul—namely, food. AMC released a couple of fake advertisements for Gus Fring’s Los Pollos Hermanos early this year, in addition to handing out boxes of chicken at the Television Critics Association winter press tour. Cinnabon has also been giving fans something to chew on since Better Call Saul began—the bakery chain popped up in the series premiere, where we watched Saul Goodman’s glazed prophecy come to pass. So we suppose it’s only fitting to have “Gene’s” employer play a role in promoting the new season, which arrives April 10. This time around, though, you’re going to to pony up some info if you want an early preview at the new season. Basically, you’re going to have to enter your email address at this joint website, because as soon as enough people have done so, you’ll get a free Cinnabon. No wait, it’s actually a never-before-seen preview of what lies ahead for Jimmy. The free Cinnabon comes later, during a giveaway closer to the premiere.