The home delivery firm has called in M&C Saatchi PR after a three-way pitch process, as it bids to move beyond its traditional grocery background into new markets.
The appointment, replacing incumbent Frank PR, follows recent news that Ocado had struck a deal with investors to ensure its survival, securing £36m in capital.
The agency has been charged with supporting the company's quest to branch out into new areas and deliver non-food products, as well as to demonstrate the benefits of online grocery shopping to a wider audience.
M&C Saatchi MD Chris Hides said: 'With the expansion into new markets comes the need to carry Ocado's story to a new audience.
'While it will continue to grow its business of food and drink, this is about evolving the business, and one only has to look at the forecast growth of online retail to see Ocado is well placed.'
Ocado's growth plans will include the opening of a new warehouse early next year.