The site, founded in 2004, lets members share bargains, voucher codes and best buys within an online community. It has more than 400,000 active members and features more than ten million posts.
Octopus Communications will work on a consumer and trade PR brief aiming to make the brand stand out from rivals such as Groupon and MoneySavingExpert.
HotUKDeals recently hit the headlines when a member posted that a glitch meant shoppers could buy Terry's Chocolate Oranges at Tesco for just 29p. UK stores quickly sold out of the product.
HotUKDeals founder Paul Nikkel said: 'The increased interest in consumer sites has led to us needing to develop a comms strategy that ensures HotUKDeals maintains a clear voice and presence in the consumer media. Octopus understood the needs of a brief where the client was a community rather than a company.'
The agency will target influencers, driving awareness and registrations for the site as well as establishing Hot-UKDeals as an authority in social commerce.
Octopus Group CEO Jon Lonsdale said: 'Up to this point HotUKDeals has grown organically and gained exposure through viral stories. We're going to help tell its story, grow its users and make sure it doesn't get left behind.'