Oliver has turned to recently established food and drink specialist Nourish PR as he gears up for the launch of Barbecoa, a joint venture with New York chef Adam Perry Lang.
The BBQ-style restaurant, which is due to open at the end of October, will be influenced by natural cooking methods, with wood and charcoal as the main cooking fuels. It will be in the One New Change building opposite St Paul's.
The agency's brief will be to manage restaurant critics, reviews, listings and activity with food bloggers.
Nourish will report to Peter Berry, Oliver's longstanding publicity manager.
The agency will also assist with comms for the impending relaunch of Fifteen London, the east London restaurant that shot to fame eight years ago in its own Channel 4 TV series, Jamie's Kitchen.
Named after the first cohort of 15 young chefs, the restaurant, based in Hoxton, is a commercial business. It is wholly owned by Fifteen Foundation - a registered charity - which has at its heart a chef apprenticeship scheme for 18- to 24-year-olds.
Nourish's brief is to assist with the relaunch of the restaurant in late September. The agency will look to tell the stories of Fifteen, focusing on the people and the work of the Jamie Oliver Foundation and its apprenticeship programme.
Nourish was founded by Hannah Norris, formerly of Sauce Communications, Britain's best-known restaurant PR outfit. Sauce spent a decade handling PR for Gordon Ramsay. The multi-millionaire chef split from the agency earlier this year and now uses Freud Communications.
Norris set up shop in January this year and key clients to date include Eat Natural, the fruit and nut bar brand.