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Cumberland Farms to give away free coffee starting at 5 pm until 5 am January 1

Cumberland Farms is giving away a free cup of Farmhouse Blend coffee starting today at 5 pm. This year actor David Hasselhoff starred in a commercial promoting Farmhouse Blend iced coffee. (Screen grab from Cumberland Farms commercial)

Free lunch may be hard to come by, but free coffee is not.

Starting at 5 pm today and until 5 am on Tuesday, Cumberland Farms will be giving away free coffee at its stores. Customers will be treated to a complimentary cup of Farmhouse Blend, iced or hot. It’s the sixth year in a row the company has offered this freebie.

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“The New Year’s celebration is a fun and festive American ritual. We are a company rooted in tradition; giving back to the communities we serve is a long-standing Cumberland Farms belief,” said President Ari Haseotes in a statement.

The chain’s Farmhouse Blend ice coffee made headlines of its own this year with a clever advertising campaign featuring Baywatch star David Hasselhoff. Thieves stole nearly 600 life-size stand-up signs of Hasselhoff that were placed outside Cumberland stores. The campaign, created by Full Contact Advertising in Boston, also made the Globe’s list of the best of local ads in 2012.

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