Dutch supermarket, Albert Heijn, has launched a phone cover for Easter that includes an egg cup. It turns your phone into a soft- or hard-boiled egg holder. No, it’s not an April Fools’ prank. The (slightly absurd) limited-edition EggPhone Cover is based on the fact that if your phone is holding an egg it cannot also be demanding your attention.

The idea from TBWA\NEBOKO is rooted in a familiar contradiction that plays out during moments like Easter brunch. While these occasions are meant for connection and shared attention, our phones rarely leave our side. They sit on the table, within reach, quietly competing for focus, even when we intend to ignore them. Rather than trying to remove that behaviour altogether, Albert Heijn chose to lean into it.

With the EggPhone Cover, the phone doesn’t disappear from the table, it simply gets a different role. By placing the device face down and using the built-in holder for a soft-boiled egg, the object that usually demands attention becomes part of the setting instead. The screen is still there, but functionally sidelined; the phone remains present, yet no longer leads the interaction.

TBWA\NEBOKO and Albert Heijn have reframed the presence of the phone not as a problem to solve, but as a given to work with, offering a small, almost symbolic shift in how attention is distributed at the table. Online, the EggPhone Cover has already sparked debate, with many assuming it to be an early April Fools’ stunt. In reality, the product is available in Albert Heijn stores across the Netherlands as a limited-edition release in the lead-up to Easter.