Its myoglobin content is lower than that of beef, but much higher than that of chicken. The USDA treats pork as a red meat. Pork is very high in thiamin (vitamin B1). Pork with its fat trimmed is leaner than the meat of most domesticated animals, but is high in cholesterol and saturated fat. In 1987 the U.S. National Pork Board began an advertising campaign to position pork as "the other white meat"—due to a public perception of chicken and turkey (white meat) as healthier than red meat. The campaign was highly successful and resulted in 87% of consumers identifying pork with the slogan. The board retired the slogan on 4 March 2011.