What do you do when there is suddenly no water coming from the tap? When the power goes out, there is no gas, and even mobile coverage becomes uncertain? Together with the Safety Regions of Rotterdam-Rijnmond, Haaglanden, Utrecht and Zuid-Holland Zuid, we created Het meest rampzalige kookboek: (also published under the title Het meest rampzalige kookboek:): an accessible and surprisingly practical booklet filled with recipes, checklists and tips to help people remain self-reliant for 72 hours during an emergency.
From concept to distribution
Dex was responsible for the entire journey: from concept and creation to editing, production and distribution. We brought together partners, chefs and creators and ensured a clear editorial direction. In this way, a serious topic was translated into a format that is easy to understand, memorable and genuinely motivates people to prepare.
Self-Reliance, made understandable and human
The core idea was simple: make preparation tangible. Not through abstract instructions, but through something everyone recognises — food, cooking and supplies. The cookbook combines practical checklists and tips with recipes that show you can still eat well using long-life ingredients, even when everything goes off the rails.
Recipes by renowned chefs and new creators
For Het meest rampzalige kookboek:, chefs and food creators developed new, accessible recipes using shelf-stable ingredients. Think of Jord Althuizen’s Korean grilled SMAC sandwich, Daan van der Lecq’s comforting bean stew with chorizo, Raghenie Bhawanie’s Surinamese sardines with dahl, and anchovies with crisps and olives by Terry Priem.
Students from the Albeda Hospitality College also contributed fresh and practical dishes, such as a tuna and lentil salad wrap, an Italian bean salad and a quick tiramisu. Their contributions show that with simple means, you can cook creatively and deliciously.
Media attention that accelerated the message
The cookbook quickly gained national and regional media attention, including coverage by the NOS Journal, Rijnmond, Hart van Nederland and lifestyle platforms such as Libelle. This broad exposure helped bring the theme of self-reliance to a wide audience in a fast and accessible way.
Scale and impact
In the Rotterdam-Rijnmond region alone, the success led to a reprint of more than half a million copies, delivered directly to households across the region. Dex was responsible not only for distribution, but also for the purchase of advertisements in national newspapers. A special moment — because let’s be honest: there’s nothing quite like finding your own work on the doormat when you get home.
Growth and further development
The success of the cookbook continues to grow. We have since created editions for the Safety Regions of Flevoland, Gooi and Vechtstreek, and Hollands Midden — each fully adapted to the region’s own visual identity. In addition, we are currently working on a new version featuring local chefs and recipes for the Safety Region of South Limburg. In this way, the concept remains recognisable and scalable, while still allowing for a local look and feel.
From cookbook to preparedness
At Dex, we believe that strong communication not only contributes to visibility and conveying the right message, but also to calm and confidence — especially in uncertain situations. We are therefore extremely proud of the way Het meest rampzalige kookboek: has been received and of its continued success.
We are Dex. Creators of communication.