YummyPets, a social network for pets, has appointed Firefly to handle its UK launch.

Firefly was tasked to introduce the site to passionate British pet owners. The agency developed a two-phased launch plan aimed to introduce the site in the UK, build awareness and drive sign-ups to the social network.

Firefly is carrying out all media outreach and communications during the launch period, which included a radio day promoting the YummyPets brand with celebrity backing from reality TV stars Amy Childs and Gabriella Ellis, in a TOWIE vs. Made in Chelsea stand-off.