When the British School at Rome couldn’t survive without Yorkshire Gold, a covert tea-smuggling operation kicked off. Academics, contraband, and Yorkshire Tea combined to remind us that even the smallest rituals can forge the strongest bonds, writes Ingenuity + Executive Director, Richard Robinson.

There was a seminal moment in The Hitchhiker’s Guide to the Galaxy when Arthur blinked at the screens and felt something important was missing. He collected himself and realised what it was. "Is there any tea on this spaceship?" he asked.

I found myself thinking of Arthur as I sat opposite one of Britain’s foremost academic exports, Professor Abigail Brundin; Fellow of St Catharine’s College, Cambridge, and Director of the British School at Rome.

For the uninitiated, the British School at Rome (BSR) is a cultural institution of serious pedigree: founded in 1901, granted a royal charter in 1912, and dedicated to advancing scholarship and the arts across Italy and the Commonwealth. Its historic site was gifted to the UK on the condition that it serve as a centre for archaeology, history and fine art. It is, in short, a place of gravitas.

Which is why the conversation took an unexpected turn when Professor Brundin mentioned she was about to fly back to Rome with a full-sized wheelie-bag of Yorkshire Gold. Not as a personal indulgence; no, this was a vital supply mission. British tea, it transpired, was being smuggled into Italy in significant quantities to keep students, staff and distinguished visitors (including HM King Charles and Queen Camilla) properly caffeinated. Skipton Alfie’s Ibiza banger Pack Yer Bags suddenly felt like a documentary.

George Orwell once said that “all true tea lovers not only like their tea strong, but like it a little stronger with each year that passes.” And when you’re dealing with a 125-year-old institution, there was only one thing to do: call Mr Tea himself, Dom Dwight of Yorkshire Tea, and explore whether the BSR might upgrade from contraband to legitimate supply.

To their credit, the Yorkshire Tea team didn’t hesitate. Boxes of Yorkshire Gold left Harrogate the very next day, bound for Rome. As Dom put it: “The Italians are famously passionate about food and drink, so I hope they’d respect how picky we Brits can be about our tea. And where would the world be without Yorkshire Gold fans like Professor Abigail Brundin, going the extra mile to ensure proper brews are served even when far from home. We raise our mugs to her!” 

With the new supply safely installed, the BSR is now (officially and legally) an institution of devoted tea drinkers, liberated from the pressures of tea smuggling. Tea-time, they tell me, has never been better.

The British School at Rome is a creative powerhouse our industry should feel proud of. And Yorkshire Tea has once again proven that when you understand real human behaviour, even a humble teabag can create meaningful connection

Richard Robinson, Executive Director. Ingenuity+ #connectingthemarketingworld