The most often question asked about this image has been was it done horizontally or vertically. The answer is both as this is a composite of multiple images. The frame, strawberry, dripping cream and the pile of 'mess' were shot vertically with the rest of the components being shot whilst laid flat. The finished image was then reconstructed in multiple photoshop layers and layer masks.
One of the biggest challenges was to get the cream to run right and I have to admit to resorting to using PVA wood glue in the end as single cream was too thin and double cream didn't run enough.
A single studio strobe with 90x60 soft box was used to light all of the components making sure that the direction and intensity was the same for all of the images.
I hope that answers all of the questions, but if not feel free to use the comment box below.