It can't be easy, trying to think up new and interesting ways to promote food festivals.

Hats off, then, to the team working on the East Village Cheese and Wine Festival, taking place in London this Saturday, who commissioned sculptor David Bradley to fashion this effigy of Beyoncé out of cheese.

The sculpture is a deft recreation of the photo released by the Queen of Pop last month celebrating the news that she and husband Jay Z are expecting twins.