In 2009, Totem re-launched Sobeys' Inspired magazine, designing and executing a branded content program that is the cornerstone of Sobeys' CRM strategy for one of Canada's leading grocery retailers. The magazine's content includes lifestyle and entertaining ideas centred on the extensive stable of house-brand Compliments products, additional solution-focused cooking information and enhanced editorial around health and nutrition. The content program reflects the company's commitment to innovative food retailing strategies and sustainable growth. Totem creates supporting POS for enhancing in-store awareness of the program, including "Inspiration Stations" placed in high-traffic areas for customers to pick up the magazine.