Abstract: The present invention provides an apparatus for applying an adhesive handle to a load, both if it is a pack of items kept together by a unitizing means such as heat-shrunk wrapping or if it is a single article such as a box. More specifically, the apparatus for applies adhesive handles to loads that as they are driven along a path, the apparatus in its preferred embodiment being characterized by a rotatable lever having two opposing arms, either of the arms being in turn positioned within the path. A holding means is provided on the lever for carrying a handle to lay on a surface of the two arms of the lever with its non-adhesive side against the surface of the lever and its adhesive side exposed. Additionally a lever driving means is provided to controllably rotate the lever by about 180.degree. after a load that is driven along the path hits an arm of the lever that is positioned within the path.