This is how companies are reacting to the Queen's death – and not everyone is getting it right

• Elizabeth II, who died on Thursday, was Britain's longest-serving monarch.
• Many companies and brands have posted tributes to the late Queen on social media.

Britain lost its longest-serving monarch and entered 10 days of national mourning on Thursday.

After Buckingham Palace officially announced the Queen's death on Thursday night, companies unleashed a deluge of social media posts and online tributes.

Some, however, have been accused of missing the mark with the somber nation.

From multinational food manufacturers to lingerie companies, here are the brands being mocked for their tributes to Queen Elizabeth II.

Ann Summers

Ann Summers is a British retailer that sells lingerie and sex toys.

Unfortunately, its public tribute to the late Queen was immediately followed by adverts for sex toys, lingerie, and other erotica.

Those in the comment section were highly amused by the unorthodox tribute. One user even said the website left her "crying with laughter."

Domino's Pizza

The American pizza chain was one of the first to share its sympathies online.

Less than an hour after the official announcement, Domino's Twitter account shared a blacked-out image featuring only a muted black logo.

The text read: "Everyone at Domino's joins the nation and the world in mourning the death of Queen Elizabeth II. Our thoughts and condolences are with the Royal Family."

Domino's UK Twitter account also switched to a black logo and banner. One Twitter user dubbed the decision "insane."

Ecotricity

British energy company Ecotricity's controversial post came from its founder, Dale Vince.

Vince tweeted an altered image of the late Queen in a lime green jacket that had been replaced with a soccer shirt adorned with the company's logo in bold letters.

The caption read: "Thanks, Liz."

The unusual tribute did not go down well, with one user commenting: "no I'm sorry this is so disrespectful. how DARE you photoshop the queen to advertise ur club DISGRACE."

Playmobil

German toy producer Playmobil's tribute was a black and white image of a toy meant to be Queen Elizabeth II.

It shared two images of the Queen Elizabeth toy, the second exclusively to its UK account.

Rival toymaker Lego also featured a Queen Elizabeth toy in a social media post announcing the temporary closure of one of their Legoland theme parks.

One Twitter user didn't think the Playmobil toy was a totally appropriate tribute, commenting underneath the post: "Unreal. Zero respect."

Heinz

The American food company Heinz (best known in Britain for its baked beans) also posted a tribute to the late monarch.

Like Domino's Pizza, Heinz opted for a blacked-out post with a simple message of respect.

Some, however, took issue with the company's choice of font, with one user calling it "so unserious."

One British comic tweeted about the post adding: "It's so weird for companies to weigh in on the Queen dying. Nobody is waking up tomorrow and being like why didn't Heinz say anything????????"