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Industry NewsSobeys' banner Safeway sponsors first drive-in country music concert to support Alberta...

Sobeys’ banner Safeway sponsors first drive-in country music concert to support Alberta food bank


Sobeys Inc. banner Safeway is partnering with Canadian musician Brett Kissel to hold a drive-in country music concert in support of Food Banks Alberta.

“Brett Kissel – Live at the Drive-In” is a first of its kind social distancing drive-in event that will take place on June 13 at the River Cree Resort and Casino outside of Edmonton, Alta.

Safeway Canada says one hundred per cent of the event’s ticket-sales will go to Food Banks Alberta. The unique concert will also be streamed live across Canada, with media partner details to be announced.

“When Brett reached out about creating a first of its kind drive- in country concert, the idea resonated strongly with our team at Safeway. Brett’s song ‘Tough Times Don’t Last, Tough People Do’ has inspired our frontline teammates throughout this crisis. At Safeway, we want to ensure that our community partners, such as Food Banks Alberta and others across the country, are not forgotten during this crisis,” says Sandra Sanderson, senior vice president, Marketing, Sobeys Inc. “We hope this unique social distancing music event will inspire Canadians to help one another during these tough times and give back to the most vulnerable people in our communities.”

‘Brett Kissel Live at the Drive- In’ concert is one way Safeway Canada is supporting local communities through its Community Action Fund. Initiated at the beginning of the COVID-19 pandemic, the Community Action Fund empowers 1,500 stores across the country to inject millions of dollars into Canadian communities. The fund has helped deliver food and critical funds to food banks and a range of other community organizations in need across Canada.

“Music, and specifically country music, serves as a soundtrack to our lives. Obviously, the last few months have been an incredibly difficult chapter in all of our stories here in Canada and throughout the world,” says Kissel. “Through performing this one-of-a-kind drive-in show, I want to use live music to bring some light and happiness to people. I want to say thank you to all of those who have been on the front lines during this pandemic and to do what we can to make a difference supporting those in need. I want to support everyone through something that I miss – that we all miss, very much – live country music.”

Concert attendees will also be encouraged to ‘text to donate’ to Food Banks Alberta and Safeway Canada will match donations up to $25,000 over the course of the concert. Safeway is proud to contribute millions of dollars in food and funds each year to address hunger across Western Canada. Organizers have worked alongside Alberta Health Services and Health Canada to ensure that all health guidelines and safety measures for proper social distancing are in place and adhered to for the safety of all concert guests, performers, and staff. Full event information and health guidelines are available online at

Tickets are on sale as of Monday, May 25. via Ticketmaster ( Admission for the 60-minute performance is $50.00 per vehicle, plus applicable fees, and taxes. Additional performances may be added later.

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