diff --git a/crates/cuddle-ci/src/drone_templater.rs b/crates/cuddle-ci/src/drone_templater.rs
index df4a72a..2ca7f7a 100644
--- a/crates/cuddle-ci/src/drone_templater.rs
+++ b/crates/cuddle-ci/src/drone_templater.rs
@@ -61,9 +61,9 @@ impl MainAction for DroneTemplater {
             .chain(
                 self.variables
                     .iter()
-                    .map(|(name, value)| format!(r#"--variable='{name}={value}'"#)),
+                    .map(|(name, value)| format!(r#"--variable={name}={value}"#)),
             )
-            .chain(vec![format!("--variable='image_tag={}'", image_tag)])
+            .chain(vec![format!("--variable=image_tag={}", image_tag)])
             .collect::<Vec<_>>();
 
         self.client