What would Sam say? Joey Essex puckers up to 118 girls in just one minute during kiss-a-thon for Virgin Media launch

PUBLISHED: 15:14 EST, 24 November 2012 | UPDATED: 15:17 EST, 24 November 2012

They're the most loved up couple in Essex.

But Sam Faiers faced some stiff competition on Saturday, when boyfriend Joey Essex puckered up to 118 girls.

He might be smitten with his girlfriend, but the 21-year-old still proved that he's popular with the ladies as a crowd of teens queued up for a quick peck from the TOWIE star.

Pucker up: Joey Essex gets a kiss from 118 girls on Saturday as part of the Virgin Media kiss-a-thon

Luckily for Sam, it was kiss-a-thon that was all in the name of publicity, to launch Virgin Media's new unlimited tariff.

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Joey didn't seem like he minded the female attention too much though, as he took his spot behind the kissing booth at Lakeside in Essex.

The reality star, who's just got back from a romantic holiday to Dubai with girlfriend Sam, looked like he was having a great time as the queue started to fill out with young fans.

Kiss and go: Girls rush up for their chance to plant a kiss on the TOWIE star

Practice makes perfect: Joey seems to be enjoying his time behind the kissing booth

The ladies love him: Joey seems impressed by the amount of young girls who fancy a kiss

In just one minute, the well-groomed star managed to kiss 118 girls from behind the booth but was a gentlemen and made sure that he kept his hands to himself.

Joey, who only has eyes for Sam, caused quite a stir in the Essex shopping centre as youngsters dashed up to have their chance to kiss their TOWIE idol.

The much-loved TV star then met everyone who had participated, writing on Twitter:

Evidence: Young girls queued up in the Essex shopping centre to pucker up to the star

Where's Sam? Joey's other half spent the day in Southampton at her pop-up boutique

Pro-kisser: Joey seemed happy to spend the day kissing fans, although he only has eyes for girlfriend Sam

'I'm at Lakeside right now in back room at Virgin!... Meeting all the girls who come! See u all soon!! :) #kissasyougo.'

Proving that the Essex couple weren't joined at the hip, Sam had her own meet and greet to host, signing books for fans at her pop-up boutique in Southampton.

Showing off her holiday tan, the 21-year-old star was joined by sister Billie, looking chic in a short purple dress

Smitten: Joey has just been on a romantic holiday to Dubai with other half, Sam

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Just think of all the germs he must have caught from all those chavs, I was going to suggest that he should have used a face wipe afterwards but he would probably be more concerned about his fake tan coming off.

- Mike , UK, 25/11/2012 02:00

Click to rate Rating 115

He's so funny looking since he had his teeth done.

- Nicola , London, United Kingdom, 25/11/2012 01:45

Click to rate Rating 26

Not all of us know what TOWIE means...but he is certainly attractive !!!

- filmex , Budapest and London, United Kingdom, 25/11/2012 01:25

Click to rate Rating 11

Why would you queue up to peck him on the cheek? Do these stupid girls have nothing better to do with their day?

- Chardee14 , HopelessLand, United Kingdom, 25/11/2012 00:46

Click to rate Rating 61

i want a kiss:-(