diff --git a/Makefile b/Makefile
index 9086bf20f..10cb09753 100644
--- a/Makefile
+++ b/Makefile
@@ -182,6 +182,7 @@ uninstall: manifests kustomize ## Uninstall CRDs from the K8s cluster specified
 deploy: manifests kustomize ## Deploy controller to the K8s cluster specified in ~/.kube/config.
 	cd config/manager && $(KUSTOMIZE) edit set image controller=${IMG}
 	$(KUSTOMIZE) build config/deploy | kubectl apply -f -
+	cd config/manager && $(KUSTOMIZE) edit set image controller=${IMAGE_TAG_BASE}:latest
 
 undeploy: ## Undeploy controller from the K8s cluster specified in ~/.kube/config.
 	$(KUSTOMIZE) build config/deploy | kubectl delete -f -