The publisher has teamed up with AOL UK to host a webcast featuring Oliver. It will last for 45 minutes and feature cooking and a webchat with the chef.
It will take place on October 12, which has been designated National Home Cooking Day, and falls a week after the publication date of 'Cook with Jamie' -- the TV chef's latest book.
AOL UK, which parent company Time Warner has put up for sale, is also using the webcast to promote its own brand. It will run a competition giving a family the chance to join Oliver in his kitchen for the event. To enter, they have to submit a short video showing how much they need his help in the kitchen.
Penguin has stepped up its online marketing efforts recently with the creation of two new roles dedicated to new media. Jeremy Ettinghausen has been named as its first digital publisher and Anna Rafferty has taken on the job of digital marketing director.
It is also using the internet as the sole sales channel for a new novel called 'The Glass Books of the Dream Eaters'. It has released the book as a 10-part serial, available in a limited edition of 5,000 and only sold through its website.
Rafferty said: "Penguin and AOL have enjoyed working together for a couple of years but the Home Cooking Day webcast is a major step forward in our relationship. Penguin is delighted to partner with AOL and to explore innovative and exciting new methods of promoting books online."
More information, including details of the webcast and competition entry, is available at .
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