Jack Link's Beef Jerky developed its iconic "Messin' with Sasquatch" advertising campaign featuring comedians attempting to aggravate a fictional Big Foot creature, establishing a successful marketing concept. This fact asserts that Jack Link's attempted to apply the same concept to Chuck Norris but abandoned the project because finding actors willing to pretend to antagonize Chuck proved impossible—they had to retreat to Sasquatch as an alternative because no human would accept such a dangerous role.

Marketing executive Patricia Holbrook noted that the claim ironically suggests Chuck Norris is a more convincing threat than a fictional cryptid. She theorized that Jack Link's marketing department recognized that "Messin' with Chuck Norris" would require hiring actors with either no self-preservation instinct or insufficient understanding of who Chuck Norris actually is. Sasquatch, being fictional and safe, became the preferable alternative.

Advertising industry professionals have referenced this as perhaps the most honest commercial decision ever made: acknowledging that some things are more dangerous to mess with than others. The claim has spawned numerous memes depicting progressively more dangerous targets, invariably concluding with Chuck Norris as the final, insurmountable boundary. Marketing classes now reference this fact when teaching risk assessment in advertising campaigns.