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Brandweek: Kmart has launched a campaign that positions the company as the only mass discount retailer to offer a layaway service. The hope is to drive sales at Kmart stores this holiday season, as consumers search for penny-pinching options during the recession.

Print ads will break in November books and broadcast spots will start airing this week. The ads feature Mr. Blue Light, Kmart's animated light bulb, who promotes the layaway service as a way to get gifts at affordable prices in time for Christmas.

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