Hasselhoff Pitching Cumby Iced Coffee

Campy campaign touts chain's Farmhouse Blend

Published in CSP Daily News

The Hoff

FRAMINGHAM, Mass. -- Cumberland Farms has launched its new summer iced coffee campaign starring actor David Hasselhoff. The campaign includes a television commercial that began airing on May 21, as well as point-of-sale (POS) signage.

Developed by Boston advertising agency Full Contact, the campaign builds on the two "surprises" of Cumberland Farms' Farmhouse Blend--that consumers can get a great cup of coffee at a convenience store, and that the coffee is 99 cents for any size, any time.

In the commercial, a couple walking the beach is surprised to find a life-sized sand sculpture of a grand piano, and is further surprised when they realize that it was created by Hasselhoff. After enjoying a cup of Farmhouse Blend iced coffee, Hasselhoff declares it to be "Hofftastic!"

The voiceover: "It's one surprise after another. Farmhouse Blend coffee, 99 cents any size, only at Cumberland Farms."

Click here to view the commercial on Cumberland Farms' Facebook page.

Cumberland Farms rolled out its signature Farmhouse Blend coffee in 2008. The stores' coffee bar lets consumers customize a wide variety of hot and cold coffee drinks.

"We're very proud of our Farmhouse Blend, which offers consumers both the great-tasting coffee they crave and a tremendous value," said Cumberland Farms president Ari Haseotes. "Since New Englanders love iced coffee, we wanted to undertake an ambitious marketing program to generate consumer awareness and trial of a really terrific product during the busy summer season when people are on the go. We're excited to launch such a visible campaign and look forward to hearing the feedback of our customers."

Hasselhoff is a star of TV (Knight Rider, Baywatch, Dancing With the Stars, America's Got Talent), stage (Hook) and screen (The Spongebob Squarepants Movie).

Framingham, Mass.-based Cumberland Farms operates a network of convenience stores across 11 states.