diff --git a/roles/build-docker-image/tasks/build.yaml b/roles/build-docker-image/tasks/build.yaml
index a02ac21d6..301268041 100644
--- a/roles/build-docker-image/tasks/build.yaml
+++ b/roles/build-docker-image/tasks/build.yaml
@@ -2,6 +2,8 @@
   include_tasks: siblings.yaml
 
 - name: Build a docker image
+  vars:
+    tag_prefix: "{{ ('change_' + zuul.change) if (zuul.change is defined) else zuul.pipeline }}_"
   command: >-
     docker build {{ zj_image.path | default('.') }} -f {{ zj_image.dockerfile | default(docker_dockerfile) }}
     {% if zj_image.target | default(false) -%}
@@ -14,9 +16,7 @@
       --build-arg "ZUUL_SIBLINGS={{ zj_image.siblings | join(' ') }}"
     {% endif -%}
     {% for tag in zj_image.tags | default(['latest']) -%}
-      {% if zuul.change | default(false) -%}
-        --tag {{ docker_registry | ternary(docker_registry + '/', '') }}{{ zj_image.repository }}:change_{{ zuul.change }}_{{ tag }}
-      {% endif -%}
+      --tag {{ docker_registry | ternary(docker_registry + '/', '') }}{{ zj_image.repository }}:{{ tag_prefix }}{{ tag }}
       --tag {{ docker_registry | ternary(docker_registry + '/', '') }}{{ zj_image.repository }}:{{ tag }}
     {% endfor -%}
     {% for label in zj_image.labels | default([]) -%}
diff --git a/roles/build-docker-image/tasks/buildx.yaml b/roles/build-docker-image/tasks/buildx.yaml
index a4ce98bc7..7d8051fb6 100644
--- a/roles/build-docker-image/tasks/buildx.yaml
+++ b/roles/build-docker-image/tasks/buildx.yaml
@@ -5,6 +5,8 @@
 # they can be pulled back onto the host image cache), and also tags
 # them for the buildset registry if one is present.
 - name: Set base docker build command
+  vars:
+    tag_prefix: "change_{{ ('change_' + zuul.change) if (zuul.change is defined) else zuul.pipeline }}_"
   set_fact:
     docker_buildx_command: >-
       docker buildx build {{ zj_image.path | default('.') }} -f {{ zj_image.dockerfile | default(docker_dockerfile) }}
@@ -18,11 +20,9 @@
         --build-arg "ZUUL_SIBLINGS={{ zj_image.siblings | join(' ') }}"
       {% endif -%}
       {% for tag in zj_image.tags | default(['latest']) -%}
-        {% if zuul.change | default(false) -%}
-          --tag {{ temp_registry.host }}:{{ temp_registry.port }}/{{ zj_image.repository }}:change_{{ zuul.change }}_{{ tag }}
-          {% if buildset_registry | default(false) -%}
-            --tag {{ buildset_registry_alias }}:{{ buildset_registry.port }}/{{ zj_image.repository }}:change_{{ zuul.change }}_{{ tag }}
-          {% endif -%}
+        --tag {{ temp_registry.host }}:{{ temp_registry.port }}/{{ zj_image.repository }}:{{ tag_prefix }}{{ tag }}
+        {% if buildset_registry | default(false) -%}
+          --tag {{ buildset_registry_alias }}:{{ buildset_registry.port }}/{{ zj_image.repository }}:{{ tag_prefix }}{{ tag }}
         {% endif -%}
         --tag {{ temp_registry.host }}:{{ temp_registry.port }}/{{ zj_image.repository }}:{{ tag }}
         {% if buildset_registry | default(false) -%}
diff --git a/roles/promote-docker-image/tasks/promote-cleanup.yaml b/roles/promote-docker-image/tasks/promote-cleanup.yaml
index d1fe1b307..ba1470dbd 100644
--- a/roles/promote-docker-image/tasks/promote-cleanup.yaml
+++ b/roles/promote-docker-image/tasks/promote-cleanup.yaml
@@ -9,7 +9,7 @@
   loop_control:
     loop_var: zj_docker_tag
   when:
-    - zj_docker_tag.name.startswith('change_')
+    - zj_docker_tag.name.startswith('change_') or zj_docker_tag.name.startswith(zuul.pipeline))
     # Was updated > 24 hours ago:
     - "{{ ((ansible_date_time.iso8601 | regex_replace('^(....-..-..)T(..:..:..).*Z', '\\1 \\2') | to_datetime) - (zj_docker_tag.last_updated | regex_replace('^(....-..-..)T(..:..:..).*Z', '\\1 \\2') | to_datetime)).seconds > 86400 }}"
   uri:
diff --git a/roles/promote-docker-image/tasks/promote-retag-inner.yaml b/roles/promote-docker-image/tasks/promote-retag-inner.yaml
index 8ddcbaaa4..f3fc4b970 100644
--- a/roles/promote-docker-image/tasks/promote-retag-inner.yaml
+++ b/roles/promote-docker-image/tasks/promote-retag-inner.yaml
@@ -1,7 +1,10 @@
+- name: Set promote_tag_prefix
+  set_fact:
+    promote_tag_prefix: "{{ ('change_' + zuul.change) if (zuul.change is defined) else zuul.pipeline }}"
 - name: Get manifest
   no_log: true
   uri:
-    url: "https://registry.hub.docker.com/v2/{{ zj_image.repository }}/manifests/change_{{ zuul.change }}_{{ zj_image_tag }}"
+    url: "https://registry.hub.docker.com/v2/{{ zj_image.repository }}/manifests/{{ promote_tag_prefix }}_{{ zj_image_tag }}"
     status_code: 200
     headers:
       Accept: "application/vnd.docker.distribution.manifest.list.v2+json, application/vnd.docker.distribution.manifest.v2+json"
@@ -21,7 +24,7 @@
 - name: Delete the current change tag
   no_log: true
   uri:
-    url: "https://hub.docker.com/v2/repositories/{{ zj_image.repository }}/tags/change_{{ zuul.change }}_{{ zj_image_tag }}/"
+    url: "https://hub.docker.com/v2/repositories/{{ zj_image.repository }}/tags/{{ promote_tag_prefix }}_{{ zj_image_tag }}/"
     method: DELETE
     status_code: [200, 204]
     headers:
diff --git a/roles/upload-docker-image/tasks/buildx.yaml b/roles/upload-docker-image/tasks/buildx.yaml
index 5141f8edf..ca1e5006e 100644
--- a/roles/upload-docker-image/tasks/buildx.yaml
+++ b/roles/upload-docker-image/tasks/buildx.yaml
@@ -2,6 +2,8 @@
   include_tasks: siblings.yaml
 
 - name: Upload tag to dockerhub
+  vars:
+    promote_tag_prefix: "{{ ('change_' + zuul.change) if (zuul.change is defined) else zuul.pipeline }}_"
   # docker buildx doesn't have a separate push command, only the
   # ability to push at the end of a build. We run build here with
   # all the same arguments as in the buildx build tasks, so they
@@ -18,7 +20,7 @@
       --build-arg "ZUUL_SIBLINGS={{ zj_image.siblings | join(' ') }}"
     {% endif -%}
     {% for tag in zj_image.tags | default(['latest']) -%}
-      --tag {{ docker_registry | ternary(docker_registry + '/', '') }}{{ zj_image.repository }}:{{ upload_docker_image_promote | ternary('change_' + zuul.get('change', '') + '_', '') }}{{ tag }}
+      --tag {{ docker_registry | ternary(docker_registry + '/', '') }}{{ zj_image.repository }}:{{ upload_docker_image_promote | ternary(promote_tag_prefix, '') }}{{ tag }}
     {% endfor -%}
     {% for label in zj_image.labels | default([]) -%}
       --label "{{ label }}"
diff --git a/roles/upload-docker-image/tasks/push.yaml b/roles/upload-docker-image/tasks/push.yaml
index f1d36ca7d..9e005b98e 100644
--- a/roles/upload-docker-image/tasks/push.yaml
+++ b/roles/upload-docker-image/tasks/push.yaml
@@ -1,5 +1,7 @@
 - name: Upload tag to registry
-  command: "docker push {{ docker_registry | ternary(docker_registry + '/', '' ) }}{{ zj_image.repository }}:{{ upload_docker_image_promote | ternary('change_' + zuul.get('change', '') + '_', '') }}{{ zj_image_tag }}"
+  vars:
+    promote_tag_prefix: "{{ ('change_' + zuul.change) if (zuul.change is defined) else zuul.pipeline }}_"
+  command: "docker push {{ docker_registry | ternary(docker_registry + '/', '' ) }}{{ zj_image.repository }}:{{ upload_docker_image_promote | ternary(promote_tag_prefix, '') }}{{ zj_image_tag }}"
   loop: "{{ zj_image.tags | default(['latest']) }}"
   loop_control:
     loop_var: zj_image_tag
diff --git a/test-playbooks/container/test-build-container-image-release.yaml b/test-playbooks/container/test-build-container-image-release.yaml
index eb896eef1..d7ba8ef43 100644
--- a/test-playbooks/container/test-build-container-image-release.yaml
+++ b/test-playbooks/container/test-build-container-image-release.yaml
@@ -20,6 +20,7 @@
     - name: Set simulated zuul variables
       set_fact:
         new_zuul:
+          pipeline: "{{ old_zuul.pipeline }}"
           change_url: "{{ old_zuul.change_url }}"
           executor: "{{ old_zuul.executor }}"
           newrev: c12f3fe1defe8b61d59061363c9c04fb520dae18