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Kmart launches ad campaign

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TROY, Mich. (AP) — Kmart Corp. is launching an advertising campaign to support its BlueLight Always promotion, which offers customers lowered everyday prices, the retailer announced last week.

The advertising campaign is designed to lure customers who don't want to stock up on items during special sales and alert them to everyday lowered pricing, said spokesman David Karraker.

Karraker said as of Wednesday, the company, based in Troy, Mich., had lowered prices on 30,000 items in its more than 2,100 stores as part of BlueLight Always.

The ad campaign includes television commercials, a redesigned weekly advertising circular and an in-store counter. The national advertising campaign will feature animated characters called "BlueLights." Television commercials started airing Thursday.

The BlueLight Always promotion began in April as part of the return of the third-largest retailer's famous BlueLight Special, which offers limited-time sales under the flashing blue light.