Hasselhoff returns in new Cumberland Farms iced coffee ad campaign

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David Hasselhoff is hitting the beach again this summer, not in his signature red swimsuit from the “Baywatch” days, but as a pitchman for Cumberland Farms iced coffee.

It’s the second summer the former TV star has promoted the Framingham-based chain’s Farmhouse Blend coffee. Last year’s campaign turned into a social media phenomena, when all of its 600 poster-sized ads were stolen from poles outside stores and began showing up in Twitter and Instagram photos at weddings and concerts, and even in a canoe.

This year, pole ads have already begun to disappear. But Cumberland Farms, which has stores along the East Coast, said it is prepared. It ordered 1,200 posters this time.

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