A Brighton web design company has been at the forefront of television chef Jamie Oliver's revolutionary campaign to improve the nation's school dinners.

72 dots, based in New England Street, designed the web site to complement Jamie's School Dinners - the Channel 4 series which caused a national outcry.

Only last week the Government said it was investing £280 million to improve school meals after conceding the public reaction to the programme "could not be ignored".

The site - which can be found at channel4.com/ schooldinners - is one of the most ambitious yet for the small company, which was founded in the late Nineties.

It includes an entertaining, but hard-hitting, animation called Murder Most Fowl, which was designed in conjunction with Brighton animator Keith Robinson.

The cartoon, a horror spoof on junk food, has been praised by users of the site and several schools across the UK have shown it to children during assembly.

72 dots' site also features a downloadable action pack aimed at parents and guardians who may wish to start campaigning at their own children's schools or just improve their child's diet at home.

It also has links to Jamie's own Feed Me Better site, which has launched a petition for better school meals. So far, the petition has received almost 271,000 names, many attracted via the web site.

The forum on the site is one of Channel 4's busiest to date.

Company director Ian Hallworth said: "We knew Jamie Oliver would get everyone talking and we wanted to design a site that might inspire people to get involved, not just bore people with the same old food facts.

"We're amazed at the impact his campaign has had. The site remains a focus point for viewers of the show who want to know more and get involved."

Jamie has held two web chats on the site after the broadcast of his shows.

The first one was so popular he agreed to do another the week after, even though he was on a skiing trip.

He has also given an exclusive interview for the site, alongside his dinner lady sidekick Nora Sands.

72 dots has worked with the chef before.

The firm also produced the web site for the chef's previous hit programmes Jamie's Kitchen and Return To Jamie's Kitchen, in which Jamie launched his restaurant Fifteen, staffed by unemployed youngsters.

72 dots has produced a host of hit sites for Channel 4, including both series of Brat Camp and Monarchy, an ongoing three-year project looking at royalty, presented by historian David Starkey.