ITV bosses were not happy with Domino's Pizza after it appeared to make a dig at Holly Willoughby and Phillip Schofield after 'Queuegate'.
The This Morning presenters were falsely accused of jumping the queue to see the Queen lying in state last week.
Despite the pair 'not jumping the queue, having VIP access or filing past the Queen' - they faced a barrage of abuse online.
Domino's, who apparently also wanted a slice of the action, tweeted: "Apologies to anyone waiting on their pizza, we've just received an order from Holly and Phil #ThisMorning."
But its 'humour', which quickly went viral, didn't go down well with ITV.
At the Royal Television Society Convention in London, the broadcaster's boss, Dame Carolyn McCall, said: "We said to them, 'What are you doing?' Because we work with Domino's.
"They said, 'We think it is really funny, don't you?'
"They didn't think of the impact that would have on how people would pick it up and start meme-ing it."
Dame Carolyn was also asked what Holly and Phil had done wrong. She replied: "Honestly, nothing. They did have (press) accreditation. They were sent by This Morning to do a piece for September 20."
The chief executive dismissed the idea that the pair had been "cancelled" but added: "There is a very shrill kind of voice against and it will hurt them."
Holly is said to have been "hit hard" by the public's reaction and 'can't bare to look at social media'.
A source said to be close to the mum-of-three told Heat magazine: "Holly's had one of the worst weeks ever. There's so much hatred directed at her right now and she can't even bring herself to look at social media to see what people are saying.
"Holly's used to having this perfect reputation. She's been hit really hard by all this hostility and anger."
Since 'queuegate', more than 75,000 people have signed a petition for Phil and Holly to be sacked.
However, now the founder of the petition, Laura Harrison, has called for 'positivity not hostility and negativity'.
Attempting to clear up the 'misunderstanding', Holly, speaking in a pre-recorded voice-over as the now-infamous footage was aired for ITV viewers, said: "Like hundreds of accredited broadcasters and journalists we were given official permission to access the hall.
"It was strictly for the purpose of reporting on the event for millions of people in the UK who have not been able to visit Westminster in person.
"The rules were that we would be quickly escorted around the edges to a platform at the back.
"In contrast, those paying respect walked along a carpeted area beside the coffin and were given time to pause.
She added: "None of the broadcasters and journalists there took anyone’s place in the queue and no one filed past the Queen. We of course respected those rules. However, we realise that it may have looked like something else, and therefore totally understand the reaction. Please know that we would never jump a queue."
