J.C. Penney has struggled in recent years. So when the company decided to look for a new way to boost sales, it only had to look at its name.

The department store announced Thursday that it would sell some of its store-brand items for just a penny. Get it?

It’s all part of a new marketing campaign called “Get Your Penney’s Worth,” which is set to debut next week.

Penney will begin with items from its Arizona brand, with some promotions offering “buy one, get one for a penny.” Executives with Penney say the goal of the promotion is to help customers discover the store’s brands.

The year-long campaign will have “Penney Days” in the store where select items will be marked down to just one cent and other items will be a buy one get one for a penny deal.

“The launch of this new brand promise underscores our strategic focus on building private brands and revenue per customer to create sustainable loyalty,” said Mary Beth West, Chief Customer and Marketing Officer for J.C. Penney.

This promotion is the company’s latest attempt to attract old and new customers back to its department store, since just a few years ago the company tried to do away with sales altogether. It’s a time customers have not forgotten.

“Sales are what bring people in,” Christina Bowers said.

But just four years ago every coupon, sale, and promotion were thrown out.

“I didn’t come here as often,” Bowers said.

And the store suffered.

“When they got rid of the sales and promotions, it was kinda hard competing with the other stores,” Cal Walton said. “So I kinda left J.C. Penney’s.”

The idea of everyday fair and square pricing didn’t catch on with the old customers, and didn’t attract new ones. So after struggling sales, the coupons came back.

And now, with this latest promotion promising to save big with a little cash, shoppers are excited to give the retailer a second chance.

“You want to feel like you’re getting a deal,” Bowers said.

“They brought me back,” Walton laughed.

The first weeklong Penney Days promotion will begin Feb. 28 at J.C. Penney stores and online. During upcoming Penney Days, the company says some in-store items will be offered for one penny, no additional purchase required.

The “Get Your Penney’s Worth” campaign will continue throughout the year.