Cray?

Can anyone tell me what the word "cray" means?

I keep seeing it, but can't deduce from the context what it is supposed to mean. I presume it is a new word as I can't find it in my dictionary.
 
What was the context? If it was "I'm having some cray" I'd assume they'd forgotten the fish as the end. If it was "this situation is cray" then I believe it means crazy, I know this because my friends used to use it when making fun of the TOWIE cast, also using "Jel" and "Reem"...both of which make me want to vomit.
 
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