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. Full story for BostonGlobe.com subscribers.