Feature flags and waffles

You’re on a team that wants to ship a Super Cool New Feature™. The feature will cause changes all over your web app. Instead of releasing the work in pieces, the marketing team wants to have a big reveal to create a buzz. How do you manage this challenge? One option is to keep all the work in a separate code branch. When everything is done, merge the code back into your main branch, ship it, and reveal it to the world.