diff --git a/deployment/deployment-json-v1/02-contour.yaml b/deployment/deployment-json-v1/02-contour.yaml
index 91d050a7dd0..fbf114aa85d 100644
--- a/deployment/deployment-json-v1/02-contour.yaml
+++ b/deployment/deployment-json-v1/02-contour.yaml
@@ -26,13 +26,13 @@ spec:
         volumeMounts:
         - name: contour-config
           mountPath: /config
-      - image: gcr.io/heptio-images/contour:master
+      - image: gcr.io/heptio-images/contour:v0.1.0
         imagePullPolicy: Always
         name: contour
         command: ["contour"]
         args: ["serve", "--incluster"]
       initContainers:
-      - image: gcr.io/heptio-images/contour:master
+      - image: gcr.io/heptio-images/contour:v0.1.0
         imagePullPolicy: Always
         name: envoy-initconfig
         command: ["contour"]
diff --git a/deployment/ds-hostnet/02-contour.yaml b/deployment/ds-hostnet/02-contour.yaml
index 39a108fa154..bfd78f90c35 100644
--- a/deployment/ds-hostnet/02-contour.yaml
+++ b/deployment/ds-hostnet/02-contour.yaml
@@ -28,7 +28,7 @@ spec:
         volumeMounts:
         - name: contour-config
           mountPath: /config
-      - image: gcr.io/heptio-images/contour:master
+      - image: gcr.io/heptio-images/contour:v0.1.0
         imagePullPolicy: Always
         ports:
         - containerPort: 8000
@@ -37,7 +37,7 @@ spec:
         command: ["contour"]
         args: ["serve", "--incluster"]
       initContainers:
-      - image: gcr.io/heptio-images/contour:master
+      - image: gcr.io/heptio-images/contour:v0.1.0
         imagePullPolicy: Always
         name: envoy-initconfig
         command: ["contour"]
diff --git a/deployment/ds-json-v1/02-contour.yaml b/deployment/ds-json-v1/02-contour.yaml
index 9db93951886..8c56ad7f3cd 100644
--- a/deployment/ds-json-v1/02-contour.yaml
+++ b/deployment/ds-json-v1/02-contour.yaml
@@ -27,13 +27,13 @@ spec:
         volumeMounts:
         - name: contour-config
           mountPath: /config
-      - image: gcr.io/heptio-images/contour:master
+      - image: gcr.io/heptio-images/contour:v0.1.0
         imagePullPolicy: Always
         name: contour
         command: ["contour"]
         args: ["serve", "--incluster"]
       initContainers:
-      - image: gcr.io/heptio-images/contour:master
+      - image: gcr.io/heptio-images/contour:v0.1.0
         imagePullPolicy: Always
         name: envoy-initconfig
         command: ["contour"]
diff --git a/deployment/render/daemonset-norbac.yaml b/deployment/render/daemonset-norbac.yaml
index 8b1967f9f7d..28391732d49 100644
--- a/deployment/render/daemonset-norbac.yaml
+++ b/deployment/render/daemonset-norbac.yaml
@@ -41,13 +41,13 @@ spec:
         volumeMounts:
         - name: contour-config
           mountPath: /config
-      - image: gcr.io/heptio-images/contour:master
+      - image: gcr.io/heptio-images/contour:v0.1.0
         imagePullPolicy: Always
         name: contour
         command: ["contour"]
         args: ["serve", "--incluster"]
       initContainers:
-      - image: gcr.io/heptio-images/contour:master
+      - image: gcr.io/heptio-images/contour:v0.1.0
         imagePullPolicy: Always
         name: envoy-initconfig
         command: ["contour"]
diff --git a/deployment/render/daemonset-rbac.yaml b/deployment/render/daemonset-rbac.yaml
index 1adf1810435..408a138d724 100644
--- a/deployment/render/daemonset-rbac.yaml
+++ b/deployment/render/daemonset-rbac.yaml
@@ -41,13 +41,13 @@ spec:
         volumeMounts:
         - name: contour-config
           mountPath: /config
-      - image: gcr.io/heptio-images/contour:master
+      - image: gcr.io/heptio-images/contour:v0.1.0
         imagePullPolicy: Always
         name: contour
         command: ["contour"]
         args: ["serve", "--incluster"]
       initContainers:
-      - image: gcr.io/heptio-images/contour:master
+      - image: gcr.io/heptio-images/contour:v0.1.0
         imagePullPolicy: Always
         name: envoy-initconfig
         command: ["contour"]
diff --git a/deployment/render/deployment-norbac.yaml b/deployment/render/deployment-norbac.yaml
index 4b14bde88d1..4b683739cce 100644
--- a/deployment/render/deployment-norbac.yaml
+++ b/deployment/render/deployment-norbac.yaml
@@ -40,13 +40,13 @@ spec:
         volumeMounts:
         - name: contour-config
           mountPath: /config
-      - image: gcr.io/heptio-images/contour:master
+      - image: gcr.io/heptio-images/contour:v0.1.0
         imagePullPolicy: Always
         name: contour
         command: ["contour"]
         args: ["serve", "--incluster"]
       initContainers:
-      - image: gcr.io/heptio-images/contour:master
+      - image: gcr.io/heptio-images/contour:v0.1.0
         imagePullPolicy: Always
         name: envoy-initconfig
         command: ["contour"]
diff --git a/deployment/render/deployment-rbac.yaml b/deployment/render/deployment-rbac.yaml
index 715fbea7304..27b2c22e2ce 100644
--- a/deployment/render/deployment-rbac.yaml
+++ b/deployment/render/deployment-rbac.yaml
@@ -40,13 +40,13 @@ spec:
         volumeMounts:
         - name: contour-config
           mountPath: /config
-      - image: gcr.io/heptio-images/contour:master
+      - image: gcr.io/heptio-images/contour:v0.1.0
         imagePullPolicy: Always
         name: contour
         command: ["contour"]
         args: ["serve", "--incluster"]
       initContainers:
-      - image: gcr.io/heptio-images/contour:master
+      - image: gcr.io/heptio-images/contour:v0.1.0
         imagePullPolicy: Always
         name: envoy-initconfig
         command: ["contour"]