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Although corporate social responsibility (CSR) has become one of the standard business practices nowadays, many firms do not succeed to put in place the right CSR strategy. Also, research has shown that CSR activities have an impact on consumer evaluations of food product attributes through the creation of a health halo. Therefore, this article examines the impact of the type of CSR (intrinsic vs. extrinsic) and the perceived corporate motive (self-oriented vs. other-oriented) on the CSR health halo. Results of our study show that there are indeed indications for the existence of a health halo and that its strength depends on the type of program, but also that it can have an adverse effect on the purchase intention. The health halo also depends on the perceived corporate motive for the CSR actions, on the customer profile and on the type of product. This implies that management has to carefully consider its CSR strategy and communication depending on the objectives, the target customers and the type of product.