The latest idea for Kraft's Macaroni & Cheese was literally cooked up by Crispin Porter + Bogusky. The agency, which won the account in March, came up with a new product—a frozen version of the staple in an aluminum tray that you can throw on the grill. "We wanted dads to use it," says Bill Wright, group creative director at CP+B, "and the only way was to be able to make it so you can throw it on the barbecue grill." Wright says the grill "lends a nice, smoky flavor" to the Mac & Cheese. Kraft is currently testing the product in "very, very small release." CP+B's other work for the brand has been no less quirky. Ads, which sport the tagline, "You know you love it," play up the guilty-pleasure factor. "The most fun you can have with your stove on," reads one outdoor ad. TV spots, meanwhile, show parents screwing their kids out of their Kraft dinners. Wright says the product intro shows how CP+B thinks beyond advertising. "I don't know if you usually get product ideas from your ad agency," he says. This isn't the first time CP+B has gotten into product creation. The agency is credited, for, among other things, dreaming up Chicken Fries, now a Burger King menu staple.