Hell Pizza says an ad showing a dancing skeleton of Sir Edmund Hillary was targeted at the company's die-hard fans and was not meant to cause offence.
In an animated internet video, skeletal images of the Queen Mother, who died in 2002, and Australian actor Heath Ledger, who died in January, were also shown dancing to Michael Jackson's song Thriller.
The video was removed from the Hell Pizza website on Monday morning. The company says it was only for Halloween and was available only online.
Although Sir Edmund's family reportedly found the advertisement objectionable, Ms Allison says it was not intended to offend.