April 2026Somewhere - Good Taste Travels
About the BrandSomewhere is Independent Food Company’s globally inspired dining concept, known transforming global flavors into innovative culinary experiences inspired by the Middle East. Since its launch, the brand has earned a loyal following for its bold creativity, immersive storytelling, and distinctive approach to hospitality. More than a restaurant, Somewhere invites guests on a journey of discovery, where culture, design, and cuisine come together to create truly memorable experiences.
While Somewhere has built a strong following within the Emirati community, the objective of this campaign was to broaden its appeal and position the brand as the UAE’s go-to destination for discovering Middle Eastern flavours reimagined with a creative twist.
This campaign celebrates Dubai's unique multicultural landscape by bringing together Arab and non-Arab creators to share, discover, and connect over Somewhere's travel-inspired dining experience. Through authentic moments of tasting, storytelling, and exploration, creators showcase how Somewhere reimagines Middle Eastern flavours in ways that feel both familiar and unexpected.
By highlighting the joy of cultural exchange and shared discovery, the campaign elevates Somewhere beyond a dining destination, positioning it as a place where flavours, cultures, and people come together to inspire meaningful connections and memorable experiences.
Good Taste Travels
❋ Tiered Creator Strategy
Mid-tier creators drove awareness and discovery among new audiences, while micro-creators delivered authentic storytelling and cultural relevance at scale.
Creators from different backgrounds were brought together through shared dining experiences, showcasing Somewhere as a destination where cultures connect, discoveries are made, and Middle Eastern flavours are experienced in a new way.
❋ Cross-Cultural Storytelling
Context
Our Results
Our Results
Total Reach
1,200,000
KPI 1,000,000
+ 15%
Average Engagement Rate
5.9%
KPI 3%
+ 97%
Total Posts
38
KPI 38
+ 58%
Total Watch Time (minutes)
35,000
This campaign successfully expanded Somewhere’s visibility beyond its core audience, introducing the brand to a broader community of culturally curious UAE residents and expats. .
By bringing together people, cultures, and perspectives through the lens of food, the campaign reinforced Somewhere’s position as more than a restaurant—it became a destination for exploration, connection, and shared experiences. The result was a stronger perception of Somewhere as a brand that is both deeply rooted in the region and globally inspired, offering guests a dining experience that feels transportive, memorable, and uniquely Dubai.
Total Views
340,000
What Our Creators Are Saying
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Professional, kind, and a pleasure to work with.
— Georgina Najjar, Influencer
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Such a lovely team, really loved working with the Alined team! my favorite agency so far!!
— Neela Latifi, Influencer
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They are very easy to communicate with, super responsive and always willing to assist with anything you need.
— Zodiac Global