(CNN NEWSOURCE) JCPenney is living up to its name with its newest campaign.
The retailer says it will start offering certain items in its private label collections for just one cent.
The "Penney Days" promotion kicks off Sunday and will offer customers an Arizona-branded item at full-price and a second Arizona item for a penny.
The campaign runs all year with Penney rolling out other items for a penny throughout the year.
The company hopes its new promotion will help it climb out of the hole it found itself in after former CEO Ron Johnson's abysmal turnaround attempt a few years ago.