Abstract: A label applicator is described for seizing a printed, adhesive backed label and for applying the label to a commodity. The applicator includes a pick-up head for vacuum-seizing a portion of the label by its non-adhesive side and for swinging the label to a label transfer station. At the latter station, the pick-up head releases its grip on the label and an applicator head vacuum-seizes another portion of the non-adhesive side of the label and then applies the label to the commodity.